Think

Mitchells & Butlers came to APS after recognising a gap in the market for a quick turn around steak restaurant. Our task was to create a complete new brand name, identity and supporting launch collateral, that would help them really stake a claim in the crowded restaurant market.

First of all we needed a name, and out of a long list of suggestions we hit on Son of Steak. From there we set about creating a refreshing personality that would inform the design, menu, and style of the restaurants, based on key insights on who the target audience would be.

Mitchells & Butlers - Son of Steak
 

Create

Working with the Son of Steak chefs, we directed a photoshoot that would capture the food, environment and feel of the restaurant. We also developed a strong tone of voice for a variety of multi-channel communications to enable the restaurant to attract customers with a little disruption.

Mitchells & Butlers - Son of Steak
 

Deliver

This complete top-to-bottom rebrand was handled on time and budget to allow the first test restaurant to open as scheduled in Birmingham. The launch of Son of Steak was met with a huge amount of positivity by both Mitchells & Butlers as well as the people of Birmingham.

Mitchells & Butlers - Son of Steak
Mitchells & Butlers - Son of Steak