Marcus Wareing Restaurants
Marcus Wareing Restaurants is lead by one of Britain’s most acclaimed chefs. However, as Marcus moves out of the kitchen, the group needed an identity.
Whilst diners value quality more than ever, there is an ongoing revolution against traditional formality. Marcus’s restaurants are rooted in the classics, but embrace progress, with heritage recipes elevated and the next generation of talent readily promoted and showcased. Without® built a new identity around this philosophy: “comfort in the familiar, hunger for the new”.
Comfort in the familiar, hunger for the new
Marcus Wareing Restaurants balance tradition and modernity: classical techniques meet contemporary ideas; white tablecloths meet modern art. An arrangement of classic and contemporary typefaces emphasised Marcus’s influence in an elegant way: a balance of art and commerce designed to increase sales and establish a timeless feel.
The brand experience was conveyed through three types of photography: artistic reportage of people and spaces; high-quality plated food shots; and a series of modern still life scenes telling the story of each restaurant.
Marcus’s restaurants are serious in output, but the food is exciting. Modern still-life photography expresses classical refinement whilst feeling joyful, surprising and progressive. The work won photographer Jonathan Gregson the Fortnum & Mason’s Food Photographer of the Year award.
Character restaurants, group philosophy
A completely redesigned website consolidates group content (restaurants overview, story, gifts, news) whilst retaining the individuality of each restaurant (menus, reservations). This relationship not only gives customers greater choice, but also has begun to turn a group of disparate restaurants into a brand.
The brand in numbers
- 12% increase in like-for-like revenue since brand relaunch
- 23% increase in online gift voucher sales
- 34% increase in website bookings