Beefeater

Modern, flavor-first Halo content for Beefeater's full brand refresh

Client

Whitbread

Website

beefeater.co.uk

Industry

Food

Pillars

Capture

ITG and Beefeater

Whitbread approached ITG with a bold challenge: to help reimagine Beefeater for a new era.

With over 50 years of heritage, the brand set out to modernize its presence for today’s fast-moving, visually driven dining landscape. Our task was to make sure the food looked unmissable. We delivered a rebrand that puts Beefeater’s bold flavors front and center, pairing it with the Halo content needed to activate the refreshed look across every touchpoint

The Challenge

As a brand that continues to move with the times, Beefeater wanted to evolve its visual identity to better reflect today’s appetite for storytelling and design-led dining. We helped translate that ambition into a fresh, flavor-first creative approach supported by the Halo content needed to bring It to life.

Key challenges included:

Bringing fresh energy to a heritage brand without losing its identity
Creating food imagery that amplifies appetite appeal
Building a flexible design system for consistent delivery across all channels
Delivering high-quality Halo content at pace for menus, POS, digital platforms, and beyond

The Solution

ITG led a full brand refresh for Beefeater, starting with market research to identify consumer expectations and visual trends. We built mood boards, refined the brand palette, keeping the iconic Beefeater orange, and introduced bolder typography and vibrant new colors.

We also evolved the brand’s photography, introducing an editorial-inspired approach with flash photography, vivid color, real staff, and moments of consumer interaction. The result was food that looks as good as it tastes, with imagery designed to capture attention and fuel consistent, impactful Halo content across every channel.

These solutions were put together using our Capture pillar.

Results and Impact

Delivering a complete brand refresh

Full SS25 brand refresh
Updated menu and POS suite
52 photography assets delivered across print, digital, CRM, and Halo content channels
End-to-end production delivered entirely at Capture Studios
Helped the brand achieve a 2% increase in brand awareness

Conclusion

By blending creative strategy, design, bold photography, and Halo content delivery, ITG helped Beefeater strengthen its connection with audiences, proving that even legacy brands can evolve with relevance, agility, and impact.

“The new direction has given Beefeater a real step change with bold, disruptive marketing creative, helping to modernize the brand whilst still remaining true to our values. We love the new creative and art direction and have had great feedback from our teams and guests alike. We look forward to working with ITG to further evolve this over future campaigns.”

Serena Carroll, Senior F&B Marketing Manager at Beefeater.

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