Brand Refresh, Menu Redesign & Community Engagement Strategy

The Brand Refresh & Community Engagement Strategy was developed to modernize Lion & Rose’s visual identity while strengthening customer engagement through updated menu design, hospitality-focused branding improvements, recurring community activations, and social-first marketing strategy.

The Challenge

Improve overall visual cohesion and strengthen customer-facing branding while maintaining the traditional pub identity associated with Lion & Rose.

The project also required balancing operational functionality with more elevated hospitality presentation while creating stronger long-term customer engagement opportunities both online and in-person.

Strategy

The strategy focused on refining the venue’s visual identity through cohesive branding updates, customer-focused promotional improvements, and recurring experiential engagement initiatives.

The campaign prioritized:

- hospitality-focused branding

- customer retention

- community engagement

- experiential marketing

- social-first promotional visibility

- elevated customer perception

By combining updated visual systems with recurring customer interaction opportunities, the strategy aimed to strengthen long-term customer connection while modernizing the venue’s presentation and promotional visibility.

Creative Direction

The visual direction blended traditional British pub aesthetics with modern hospitality branding through cleaner layouts, improved typography hierarchy, elevated promotional visuals, and more cohesive customer-facing presentation.

The campaign aesthetic emphasized:

- elevated hospitality branding

- community-driven engagement

- modernized menu presentation

- immersive customer experience

- recognizable visual identity

Execution

Campaign execution included:

- Graphic design

- Menu redesign and layout development

- Promotional campaign creation

- Photography direction

- Event planning support

- Campaign execution

- Campaign decorating and styling

- Campaign shopping and sourcing

- Happy hour branding updates

- 22oz mug integration into happy hour promotions

- Staff-focused UGC initiatives

- Third Sunday vendor market coordination

- Social media marketing

- Community engagement campaigns

The project also introduced:

- Staff-generated short-form promotional content initiatives

- Community-centered vendor market activations

- Improved customer-facing promotional systems

- Updated visual branding aligned more closely with the Lion & Rose identity

Results

The Brand Refresh & Community Engagement Strategy contributed to stronger visual cohesion, improved customer-facing branding, increased engagement opportunities, and expanded community-focused hospitality marketing initiatives.

The campaign demonstrated the ability to combine graphic design, hospitality branding, experiential marketing, campaign execution, community engagement strategy, and customer psychology into a cohesive long-term brand development initiative.

Campaign highlights included:

- 60% increase in 22oz mug sales following happy hour integration

- Customers consistently described the updated menu design as more elegant, visually cohesive, and easier to navigate

- Increased customer recognition of overall brand atmosphere and hospitality presentation

- Expanded opportunities for customer interaction through recurring experiential programming and community-focused initiatives