Project overview: The Devonport has been a restaurant and country village pub for many decades, yet has never really had a coherent brand that defines its ability to deliver on the quality expected. The Devonport was purchased by a client of Happyleaves as their fourth restaurant in the group. The venue was developed into a small luxury guesthouse with eight bedrooms plus fine dining, with country beer bar and garden areas.
The project brief was to brand the venue from the ground up with logo mark, device icon, colour scheme, tone of voice and marketing assets suite to cover digital platforms. The concept for the design centred around the proximity of the venue to the River Tees, and as Middleton One Row is one of the furthest ports along the river, the design theme was taken from trawlers and fishing equipment - as can be seen with the mooring rope and anchor elements of the brand. The building itself is made up of three properties circa the 1920’s, so the latter part of the Rennie Mackintosh era. As such, the seafaring elements were combined with precise angled lines and geometric shapes that are pertinent to that time, resulting in the final design.
The design of the brand was extended to work in a variety of ways without losing sight of the key message and its connection to the initial exterior sign written logo mark and device shape.
Design tasks: logo mark and branding design, exterior signage and signwriting consultation, typeface and colour selection, mobile responsive website, interior and culinary photography, key fobs, room numbers, stationery set, fire escape route plan drawings, gift voucher and holder, full menu set design and walking routes maps.