2024

Reinventing a classic: Rebranding O’Neill’s.

O’Neill’s, a cherished Irish pub chain in the UK, has been in collaboration with CHS for 2 years. With a focus on food, drink, and live entertainment, they aim to provide memorable experiences for all ages at great value.

Client: Mitchells and Butlers
Discipline: Brand
Services: Brand Development, Brand Strategy, Visual Identity

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2022 was pivotal for O’Neill’s. Post-pandemic, the brand saw an opportunity to refresh its identity. The objective? Retain its long standing customers while piquing the interest of the younger generation who might be unfamiliar with the O’Neill’s experience.

We started by establishing a new brand strategy that embraced both heritage and the contemporary. We formulated updated brand values and a renewed positioning that would underpin all future creative

The outcome was a rebrand that melded the Irish roots of O’Neill’s with a lively, cheeky contemporary feel. From this strategic foundation, we designed a comprehensive set of brand guidelines, ensuring consistency across all touchpoints. This vision was then translated into tangible outputs, including refreshed food and drink menus, point-of-sale materials, and a modernised online presence.

The Results?

Following the brand revamp, O’Neill’s saw younger visitors continue to walk through their doors. The rejuvenated brand not only retained its loyal customers but successfully broadened the pub’s audience and has ensured it remains the go-to spot in the UK.