Rachel O'Connor
17 Jul 2025
The exciting process of an oyster turning a piece of grit into a pearl, provides rich inspiration for hospitality businesses. We’ve recently undertaken a restaurant brand refresh, working with our friends at Subversion: Studio, and the client’s business has increased significantly – up by over 25% vs last year. We take no credit for the incredible food, wine, and service. Nor have we done the hard labour of achieving positive reviews and happy customers night after night. We simply listened to the owners, experienced their service, food and brand philosophy, and created a brand and brand narrative to match that ambition.
Every great restaurant starts with passion, pressure, and a whole lot of grit. But to move from surviving to thriving—from busy nights to a sustainable business—you need more than just great food. You need a brand that reflects not just what you serve, but how you want people to feel, from the moment they book to their final online review.
A brand refresh sets the tone from first click
Before a plate is seen or a menu touched, the customer experiences your brand through your booking system, website, tone of voice, and visual identity. If that feels dated, disjointed or confusing, it can diminish the experience and trust before a customer steps off the pavement. A refreshed brand can align your digital welcome with the quality of the restaurant you’ve worked so hard to build.
The brand guides the experience from door to table
Brand is more than logo and colours—it’s the thread that ties together the welcome at the door, the uniforms your team wear, the menus they hold, and the language they use. When these elements are intentional and consistent, they create a flow that reassures guests, supports staff, and improves operational discipline.
Internal clarity sharpens external delivery
Re-articulating your brand forces a deeper understanding of what your restaurant really stands for—flavour, ambience, service philosophy. That clarity gives staff confidence, streamlines training, and eliminates friction. Suddenly, the team knows how to “live” the brand—and guests feel it in every interaction.
Reviews reflect the refinement
When experience and brand are coordinated, customers don’t just eat - they advocate. Reviews shift from generic praise to specific appreciation of what makes you distinctive. And because the brand has done the groundwork, those positive impressions aren’t left to chance; they’re baked into the journey.
So back to the oyster… like a pearl, the process starts with friction - a recognition that the business has outgrown its old shell. The refresh doesn’t just add polish; it provides structure, purpose, and confidence. Suddenly, what was once reactive, becomes reliable. What was good, becomes memorable.
For help with a brand glow-up give me a call.