Kelly and Company

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The Southern Bar

This project tackled the creation of a new brand concept for Fuller Thomson’s latest bar restaurant in Edinburgh’s south side. We defined the USP, and developed the graphic identity, menu and product offer using a visual and brand language bespoke for this site.

By assessing the locale, the market, the competitors and identifying a gap in the market, Kelly&Company helped to adapt the owners’ vision to ensure the site’s long term commercial viability. The bar’s drinks focus, is an extensive craft beer range with over 20 draft taps – the customer base and appeal had to extend beyond the expected male demographic. The introduction of kid’s menu, targeted promotional offers and the strapline, ‘Well Crafted’ sought a warmth and quality in the unit’s brand personality and appeals to the diverse local and tourist customer base.
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