Centenary Lounge, a chain of Art Deco-themed restaurants. Founder, Aasia Baig, wanted a rebrand to mark the opening of a new venue in Worcester. She also wished to position the company ready for franchising.
Before: The old Centenary Lounge branding was dark, dated and lacked consistency. The website used amateur iPhone shots and the site navigation was over-complex and confusing.
Aasia originally wished to keep the Centenary Lounge logo untouched. However, once we showed her a ‘refreshed’ version using an Art Deco typeface to replace the 1970s one – she was amazed. The correct Deco- typeface ironically modernised the logo and increased legibility.
We worked with the interior designers, creating a Deco-inspired palette of black, white, grey/silver, green and cream.
Some beautiful and bespoke Art Deco patterns and the correct fonts added extra elegance and period style.
Roll out: We commissioned a photographer for new restaurant images and 1930s archive photography illustrated Centenary Lounge’s back story. We applied the new scheme to menus, gift vouchers, signage, business cards, invitations and the website, with a simpler structure and more elegant design.
“Sapna really took the time to understand the business and showed real insight. I loved her energy! It helped that she had good taste and an eye for detail. Everything looks beautiful. The designs go seamlessly with the interiors, it all looks like it’s meant to be. It has more style, more finesse, and I feel really proud, like a proud mum!”
She is now franchising the Centenary Lounge brand and has created a partnership with a vintage train company to supply their catering.
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