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– Redefining the home of barbecue

The most premium restaurant in the Jamie Oliver Group was in danger of becoming stale and boring in the face of increased competition.

So they asked BrandCap to devise a new brand concept and creative expression to reinvigorate the restaurant experience. We defined the idea of the ‘Home of Barbecue’, inspiring a balance between the social experience and the notion of fine dining – all the while promoting the brand’s core asset: the five grills used to prepare food in a truly distinctive way. The brand expression takes the ash from the barbecue to create a signature style that can translate across channels and touchpoints.