The if Agency has unveiled its new brand proposition and identity for family pub restaurant group Fayre & Square.

The new brand is now being rolled out across over 160 pubs and covers the website, menus, social media as well as in-pub and external communications.

The Altrincham-based agency says its focus was on creating a “distinct and compelling brand built around the quality of food on offer, its competitive pricing and its ‘no hassle’ service”.

Fayre & Square's new branding

Fayre & Square’s new branding

The new over-arching proposition is ‘Happiness Guaranteed’, with a new strapline ‘Go Home Happy’.

Creative director Jo Whiteley said: “Our aim was to create an aspirational identity that connects both rationally and emotionally. Fayre & Square is confident about its offering so isn’t scared to make big claims that are a true reflection of its product, experience and proposition in the market.”

Carol Rhead, senior brand manager at Fayre & Square, added: “We set a standard in our sector for quality and back our service and value against anyone. By introducing the Happiness Guarantee, we are giving our customers the confidence that when they visit Fayre & Square, everyone will go home happy.”