The Restaurant Show

William Reed Business Media

The client

The Restaurant Show (owned by media business William Reed Business Media) is one of the leading trade shows for the hospitality industry in the UK.

The brief

We were asked to undertake a light refresh of The Restaurant Show branding so that it felt fresh but still maintained a connection to the show’s identity in previous years.

What we delivered

We largely focused on the colour palette, imagery and tone of voice.

We introduced a vibrant colour palette – reflecting the vibrancy of food ingredients –  which was designed, in large part, to manifest through the chosen photography.

We updated the logo with a similar, but more modern font, and set the primary colour as black, replacing the previous brown. We felt black more accurately reflected the contemporary culinary palette (think slate etc.), over the previous brown / wood texture. The black of the logo provides contrast to help make the other colours ‘pop’.

We chose a confident tone of voice for headline copy, which relies on culinary metaphor and works in harmony with accompanying imagery, to communicate show content. Imagery combines macro photography, to convey the food element of the show, and photography of people, to convey the skills element.

What the client said

“Sherlock managed to achieve a modern, energetic brand refresh, enhancing our existing brand equity without losing an important connection to previous years. I would happily recommend Sherlock, as we’ve been consistently impressed with their design services over a number of projects.” Julie Adlington, Exhibitions Marketing Director

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    “They’re an easy bunch to work with, have a great knowledge of the sector and give 110%.”

  • Ruth Timmins-Williams, Brand Experience Manager, Tesco

    “Working with Sherlock is always a pleasure, the ideas keep coming and the energy remains unphased...”

  • Dan Dixon, Sales Director, Exhibitions, William Reed Business Media

    “They were flexible, great to work with, and the result more than met our expectations.”

  • Nick Cooper, Founding Director of Crunchy Critters

    “The team’s extensive knowledge of the food & drink sector really shone through and they went above and beyond...”

  • Sam Hepworth, Head of Communications and Digital Media, Whizz-Kidz

    “Sherlock rose to the challenge and provided us with several initial concepts that were all so impressive that we struggled settling on just one.”

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