The if Agency has developed a new brand proposition and identity for country-style pub brand Chef & Brewer.

Creative containing the new identity

Creative containing the new identity

The concept is now being rolled out across the 133-pub estate in the form of menus, POS, digital creative and social media.

Working with research and strategy agency Brand Edge, the if team was tasked with giving the brand a more “distinct, relevant and motivating” style and personality.

Managing director Christian James said: “Every Chef & Brewer pub has its own distinct character and personality. We’ve taken this truth and built a compelling brand upon it.”

Over the next few months, the new brand proposition will drive the development of the menu.

Kenny Skelton, brand and insight director at Chef & Brewer, added: “We’re passionate about hospitality and serving great pub food to our guests. The new brand proposition captures the distinctive character of the way we deliver these in every one of our Chef & Brewer pubs.”