The Royal Parks Catering

Extending the brand into new areas

Brand identity
Brand assets
Brand guidelines
Signage and wayfinding
Art direction
Tone of voice

Client

The Royal Parks is the charity dedicated to sustaining the most famous urban parks in the world. There are over 30 cafes and kiosks across the Royal Parks, located in all eight of the Royal Parks and Brompton Cemetery.

Brief

The Royal Parks were keen to review their catering offer and wanted to use the opportunity to create a catering sub-brand to reflect their new over-arching Royal Parks brand identity and brand architecture. Having created the masterbrand identity, Rose was invited to extend the brand to differentiate The Royal Parks’ catering offer, ensuring it felt unmistakably part of the family, yet distinct in its own right.

Solution

Working with the assets from the masterbrand identity, Rose created a unique look and feel for the catering brand, defining a distinct colour palette and photographic style for use across their communications. Rose recommended typographic lock-ups to help differentiate each of the restaurants, cafés and kiosks, applying them to signage, advertising, menus, collateral and staff uniforms for The Royal Parks catering brand. Rose then created master artworks, design guidelines and templates for internal teams and third party agencies to implement the catering brand identity across all applications required for all the catering outlets in the parks.

Results

In the year following the creation of the new catering branding, The Royal Parks saw 173% increase in Catering Concessions from £3,815,000 to £6,618,000¹.

¹ The Royal Parks Annual Report

The Royal Parks Catering

Extending the brand into new areas

Client

Brief

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