2024

Orleans Smokehouse: Bringing Southern Hospitality to the UK.

In 2022, Mitchells & Butlers sought to create a restaurant concept appealing to a more multi-generational, suburban audience.

Client: Mitchells and Butlers
Discipline: Brand, Advertising, Content & Production
Services: Branding, Campaign Planning, Content Creation, Photography, Point of Sale

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Their vision was a restaurant concept that celebrated big, bold, smoky BBQ flavours from the southern states of the US. A concept once dreamt up by their previous Old Orleans restaurant chain: but now completely reimagined with exciting new techniques, flavours and family experiences.

Their challenge to us was to build a new brand that captured this. Starting with a brand strategy, to then inspire a new visual identity with buckets of stand out.

The goal was to craft a visual and verbal identity that mirrored the vibrancy and spirit of New Orleans , Louisiana (NOLA), a state that spoke so strongly to the energy, creativity and approach that the concept wanted to achieve whilst still aligning with the Southern food and family-oriented approach.

This included creating a brand strategy and visual identity that would be applied across menus, point-of-sale materials, and social media campaigns, all ahead of the restaurant’s launch.

The Results?

The visual identity is colourful, loud and energetic and is accompanied by a relaxed, informal and fun tone of voice all reminiscent of the artistic cultures and energy of the Southern states that inspired the food and flavours.

And, as the first Orleans Smokehouse launched in February 2024, the identity crafted by CHS stands as a reflection of its blends of southern charm and family inclusivity.