{"id":2016,"date":"2016-02-27T23:33:48","date_gmt":"2016-02-27T23:33:48","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2016"},"modified":"2016-02-28T16:29:31","modified_gmt":"2016-02-28T16:29:31","slug":"new-brand-image-for-adams-michelin-starred-restaurant-in-the-uk","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/02\/new-brand-image-for-adams-michelin-starred-restaurant-in-the-uk\/","title":{"rendered":"New brand image for Adam&#8217;s Michelin-starred restaurant in the UK"},"content":{"rendered":"<p><em><strong>Adam&#8217;s is a Michelin-starred restaurant, named UK\u2019s No.1 by TripAdvisor in Birmingham. Originally a pop-up, Adam\u2019s reopened in January 2016 as a permanent restaurant with a new visual brand identity.<\/strong><\/em><\/p>\n<h1><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2028\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-10.png\" alt=\"adams-restaurant-the-branding-journal-10\" width=\"836\" height=\"260\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-10.png 836w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-10-300x93.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-10-768x239.png 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-10-380x118.png 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-10-800x249.png 800w\" sizes=\"auto, (max-width: 836px) 100vw, 836px\" \/><\/h1>\n<p>As a former pop-up restaurant, Adam&#8217;s visual identity of both the store and the website was very basic, with the use of a simple font and a logo featuring the letter A\u00a0surrounded by a circle, a fork and a knife, representing the cutlery at the restaurant. The former visual identity featured two main colors: grey\/blue and white.<\/p>\n<div id='gallery-1' class='gallery galleryid-2016 gallery-columns-1 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.thebrandingjournal.com\/2016\/02\/new-brand-image-for-adams-michelin-starred-restaurant-in-the-uk\/adams-restaurant-the-branding-journal-13\/'><img loading=\"lazy\" decoding=\"async\" width=\"849\" height=\"445\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-13.png\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-1-2018\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-13.png 849w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-13-300x157.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-13-768x403.png 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-13-380x199.png 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-13-800x419.png 800w\" sizes=\"auto, (max-width: 849px) 100vw, 849px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-2018'>\n\t\t\t\tAdam&#8217;s website, before the rebrand\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.thebrandingjournal.com\/2016\/02\/new-brand-image-for-adams-michelin-starred-restaurant-in-the-uk\/adams-restaurant-the-branding-journal-07\/'><img loading=\"lazy\" decoding=\"async\" width=\"1180\" height=\"787\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-07.jpg\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-1-2017\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-07.jpg 1180w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-07-300x200.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-07-1024x683.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-07-768x512.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-07-380x253.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-07-800x534.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-07-1160x774.jpg 1160w\" sizes=\"auto, (max-width: 1180px) 100vw, 1180px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-2017'>\n\t\t\t\tAdam&#8217;s pop up restaurant, before the new launch\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<h1><strong>1) The Challenge:<\/strong><\/h1>\n<p>The new brand image had to appeal to a variety of audiences, from regular fine diners and corporate clients to special occasion diners and prospective staff.<\/p>\n<p><a href=\"https:\/\/www.iedesign.co.uk\/\">IE Design<\/a>, a brand and digital agency based in Birmingham\u2019s Jewellery Quarter, was chosen to evolve the brand for the relaunch, while retaining key elements that loyal customers will recognize as the Adam\u2019s they know and love.<\/p>\n<blockquote><p><strong>Ollie Leggett, Managing Director and Brand Consultant at IE Design Consultancy Ltd<\/strong>, said, <em>\u201cWe were thrilled to develop Adam\u2019s world-class brand for the prestigious new restaurant. In creating the new identity we aimed to embody Adam\u2019s distinctive character of relaxed, understated elegance and sophisticated modernity. First and foremost, the visuals needed to celebrate food and bring the dining experience to life.\u201d <\/em><\/p><\/blockquote>\n<h1><strong>2) The\u00a0New Visual\u00a0Identity<\/strong><\/h1>\n<p>IE redesigned\u00a0the logo, which now definitely represents the upscale image of the restaurant. The agency chose to keep the same grey\/blue and white colors, to ensure that customers recognize the brand.\u00a0They refreshed the font which now gives a modern touch to the logo.<br \/>\nFinally, the cutlery symbol was\u00a0kept although it was redesigned in a more sophisticated way, with the use of\u00a0<span class=\"s1\">metallic &#8216;gilver&#8217; (a color between silver and gold)\u00a0<\/span>to highlight the plate and cutlery.<\/p>\n<p>What I really like is how the designers used the fork and knife to draw an &#8220;A&#8221;.\u00a0It\u00a0looks elegant, creative, and can be used as the clear symbol to identify the brand across different communication materials.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2025\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-06-1024x640.jpg\" alt=\"adams-restaurant-the-branding-journal-06\" width=\"1024\" height=\"640\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-06-1024x640.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-06-300x188.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-06-768x480.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-06-380x238.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-06-800x500.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-06-1160x725.jpg 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-06.jpg 1440w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>The agency also provided\u00a0brand assets for Adam\u2019s to apply across the restaurant signage, menus, and uniforms &#8211; consistent with the <a href=\"https:\/\/www.adamsrestaurant.co.uk\/\">new website<\/a> and marketing materials. It inspires proud ownership from staff and communicates an upscale global brand in a city with a thriving food scene.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2033\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-04-1-1024x461.jpg\" alt=\"adams-restaurant-the-branding-journal-04\" width=\"1024\" height=\"461\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-04-1-1024x461.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-04-1-300x135.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-04-1-768x346.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-04-1-380x171.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-04-1-800x360.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-04-1-1160x522.jpg 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-04-1.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2026\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-08-1024x461.jpg\" alt=\"adams-restaurant-the-branding-journal-08\" width=\"1024\" height=\"461\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-08-1024x461.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-08-300x135.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-08-768x346.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-08-380x171.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-08-800x360.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-08-1160x522.jpg 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-08.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2027\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-09-1024x461.jpg\" alt=\"adams-restaurant-the-branding-journal-09\" width=\"1024\" height=\"461\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-09-1024x461.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-09-300x135.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-09-768x346.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-09-380x171.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-09-800x360.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-09-1160x522.jpg 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-09.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2022\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-03-1024x461.jpg\" alt=\"adams-restaurant-the-branding-journal-03\" width=\"1024\" height=\"461\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-03-1024x461.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-03-300x135.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-03-768x346.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-03-380x171.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-03-800x360.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-03-1160x522.jpg 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2024\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-05-1024x501.jpg\" alt=\"adams-restaurant-the-branding-journal-05\" width=\"1024\" height=\"501\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-05-1024x501.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-05-300x147.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-05-768x376.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-05-380x186.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-05-800x392.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-05-1160x568.jpg 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-05.jpg 1440w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>To finish, photography brings the dining experience to life, and \u2013 just as in the restaurant \u2013 the star of the show is always the food.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2019\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-12-1024x452.png\" alt=\"adams-restaurant-the-branding-journal-12\" width=\"1024\" height=\"452\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-12-1024x452.png 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-12-300x132.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-12-768x339.png 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-12-380x168.png 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-12-800x353.png 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-12-1160x512.png 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/02\/adams-restaurant-the-branding-journal-12.png 1177w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<blockquote><p><strong>Adam and Natasha Stokes of Adam&#8217;s Restaurant <\/strong>mentioned, <em>&#8220;As an ambitious Michelin-starred restaurant with a growing international reputation, Adam&#8217;s chooses creative partners with the utmost care. We cannot thank IE enough for setting their designers loose on the evolution of the Adam&#8217;s brand. From the creation of an insightful brief right through to the design of our beautiful new website, we&#8217;ve been surprised and delighted again and again.&#8221;<\/em><\/p><\/blockquote>\n<h1>3) The Results:<\/h1>\n<p>It is too soon to measure the real impact of the new visual identity yet, however since the launch of the new permanent restaurant, the team achieved the following goals:<\/p>\n<ol>\n<li>100%\u00a0of available tables booked 3 months in advance<\/li>\n<li>2,500+\u00a0unique website visitors on a single day following the opening of the new restaurant<\/li>\n<li>65,000\u00a0unique website visitors in the first month\u00a0after launch<\/li>\n<\/ol>\n<p><strong><u><a href=\"https:\/\/www.iedesign.co.uk\/\">About IE Design:<\/a><\/u><\/strong><\/p>\n<p>IE Design Consultancy is an award-winning agency specializing in working with values driven clients for the past 21 years. IE\u2019s clients include Centro, University of Warwick, Goldman Sachs, Round Table, WRAP and the NHS. The team of 26 people is based in Birmingham\u2019s creative heart in the Jewellery Quarter at Aquinas House, 63 Warstone Lane, B18 6NG, with a satellite studio in Brighton<\/p>\n","protected":false},"excerpt":{"rendered":"Adam&#8217;s is a Michelin-starred restaurant, named UK\u2019s No.1 by TripAdvisor in Birmingham. Originally a pop-up, Adam\u2019s reopened in&hellip;\n","protected":false},"author":2,"featured_media":2027,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Adam's is a Michelin-starred restaurant, named UK\u2019s No.1 by TripAdvisor in Birmingham. 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