All Saints Estate (ASE) is a family-founded and run business set within Rutherglen’s picturesque wine region, offering visitors relaxing stays and delectable tastings.
The ASE family first approached us with Bonnie, a casual-style eatery with a name synonymous with the Scottish word beautiful. Equally drawing inspiration from Scottish heritage and the ‘family’ target audience, we gave the Bonnie identity its own distinct flare without retracting too far from ASE’s parent brand. Kin followed Bonnie, asking for a more fine dining and elevated design approach to distinguish itself from sister restaurants and eateries. With a menu adapted from family recipes and childhood memories, the brand intended to take diners on a journey, just as ASE’s ancestors did – a journey slightly more opulent and filled with memorable dining moments.
At every stage of ASE’s brand journey, we referred back to the brand foundations that were defined during our brand architecture workshop. When perceived holistically, there are subtle overlays across all three brand identities such as the neutral colour palette, cursive text and visualisation of family. The marrying of these elements is what creates good brand architecture, an imperative alliance for any brand looking to expand into sub-brands.
As ASE continues to flourish, we become more excited about opportunities on the horizon for the brand and the family.
