Marrow & Co had a loyal local following and a menu worth travelling for, but a brand that read like a corner café. They were opening a second site and needed an identity that could carry a group.
360° Marketing · 2025
Marrow & Co — restaurant brand relaunch
A neighbourhood kitchen rebuilt into a destination brand — identity, menu system, social and launch campaign.
- Client
- Marrow & Co
- Industry
- Hospitality
- Services
- Brand Identity, Art Direction, Content Production, Campaign
- Year
- 2025
01
Project overview
02
The challenge
The name recognition was hyper-local. Outside a two-kilometre radius nobody knew them, and the visual language gave a premium kitchen the presence of a takeaway counter.
03
Our approach
We repositioned Marrow around the thing they were already best at — fire, provenance and a chef who talks to every table. The strategy traded generic “fresh, local, honest” language for a specific point of view, then built the identity out of it.
04
Creative direction
Warm charcoal and ember tones, a heavy editorial serif for headlines, and photography lit like a kitchen pass rather than a catalogue. Every asset had to survive being printed on kraft paper and read on a phone at night.
05
Execution
Full identity system, menu architecture, signage, packaging, a six-week launch campaign across Meta and TikTok, and a content library of 120 assets shot across two production days.
Results & impact
The second site opened to a three-week waiting list, and the campaign became the group’s highest-performing content to date.
1.9M
Campaign reach
62%
Increase in bookings
14K
New followers
3.2x
Return on ad spend
Deliverables
- Brand strategy & positioning
- Logo suite and identity system
- Menu, signage and packaging
- Launch campaign (Meta, TikTok)
- 120-asset content library
- Brand guidelines
Client testimonial
They understood the restaurant better than we could explain it. The launch felt like the place we always meant to build.
Danish Raza, Founder