Contributed by Josie Price of London-based ico Design Partners.
Hanging sign image courtesy of Richard Heald.
Benugo provides food and drink for a wide range of businesses, with everything prepared on site.
The past couple of months have seen the opening of two new Benugo stores in Covent Garden and Luton Airport. Both carry the new Benugo branding, developed by ico Design Partners.
The branding process began with a comprehensive strategic and visual review that saw the ico team visiting all of the Benugo high street stores and many of the in-house catering operations and museum clients that the company has acquired in the last 15 years. Working closely with all the key stakeholders, ico defined a set of brand values that build on the independent spirit and entrepreneurial vision at the heart of the business and creates a platform for the future.
Key to delivering on these values was communicating the many ways that Benugo is different. ico developed a new visual language for the brand, one that has the ability to tell different messages in a memorable, charming way.
A series of flexible visual assets was developed to use across the business, and a bespoke typeface ‘Benugo Franchise’ was adapted to allow all brand communication to have a consistency that was previously lacking. The Benugo logo was redesigned to create a marque that is contemporary and also increases legibility across all applications and signage.
ico continue to work closely with both the Benugo team and interior designers Path as the new brand is rolled out across their high street locations.