Corporate tagline for a heritage food & beverage group
Situation
A nationally recognised heritage food and beverage group had grown significantly from its origins. However, its expansion, including the acquisition of numerous pub and restaurant brands, created a complex brand architecture. Specifically, the team used the well-known consumer brand name as the corporate parent. This blurred the lines between consumer-facing brands and the holding company, confusing the market. Therefore, a strategic need arose: to establish a distinct corporate brand identity. This new identity would define the organization’s full scope and provide a cohesive umbrella for its diverse portfolio.
Challenge
The primary challenge was to develop a corporate tagline that reflected the group’s modern identity, spanning brewing, pubs, and restaurants, without being constrained by its historical consumer brand. Furthermore, the tagline needed to honor the company’s rich heritage while signaling its contemporary, multifaceted nature. It also had to resonate internally with all brands and externally with a broad audience. Ultimately, the goal was a unified message that captured the essence of the entire organization, not just its founding pillar. The solution required bridging a respected past with an expansive future.
Solution
We undertook a rigorous process involving stakeholder interviews and deep research into the brand’s history and its hometown’s cultural fabric. This immersion revealed a core theme of community and bringing people together—a truth that connected its brewing roots to its hospitality present. Consequently, we identified a market gap for a message grounded in warmth and connection, not corporate scale. Next, we developed a shortlist of taglines around this central idea. The final selection successfully encapsulated the group’s role as a hospitality leader, ultimately creating a versatile and authentic umbrella statement for the entire corporate brand.