The Hinchliffe Pub

Rebranding The Hinchliffe – Country Pub, West Yorkshire

(Brand Guidelines, Brand Identity, Naming Consultancy)

Rebranding a country village pub is not a straightforward task and yet that is what Abbie and Paul, the new landlords of the Hinchliffe Arms in Cragg Vale, Hebden Bridge in West Yorkshire asked us to do.

We were tasked in “bringing the branding of the village pub into the modern age” while still retaining the traditional elements of the village pub. There were two key demographics that the new branding had to appeal to which were seasonal tourists who come to the area to explore the Yorkshire Moors and the local area as well as the local inhabitants of Cragg Vale and surrounding towns and villages.

Our experience in branding for the hospitality industry was what made Abbie and Paul in the first place and we took to the task with relish.

We undertook a review of the existing pub brand and saw that it was traditional but quite stuffy at the same time. Abbie and Paul were young and dynamic new owners of the business and branding had to reflect them and their energy as much as anything else. We gave brand consultancy and carried out a naming review so that The Hinchliffe Arms became simply ‘The Hinchliffe’ or ‘The Hinch’ as many locals already referred to it.

We developed a new logo for the business based upon a re-imagining of the pub’s namesake’s coat of arms. We then crafted a brand guidelines for the new brand covering essentials like logotype and typography but we also created a HINCH mantra for the business to help establish a cosy but energetic brand atmosphere. This was translated into the creation of an eye catching new menu design with illustrations reflecting the warmth of the pub. We then set about developing a new website for the brand, as well as creating brand materials like posters, invitations and business stationery to really complete the Hinchliffe experience and deliver the modern country village pub vision that Paul and Abbie had at the beginning.

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