Jam spreads ideas on pub company

Jam Design is presenting strategic concepts this week for the launch of an urban pub brand by the Laurel Pub Company, owner of high street pub names such as Hogshead.

The move comes as Laurel seeks to expand prior to a planned stock market flotation within the next 18 months.

Jam has created the strategy for 80 to 100 venues that will target a youth market and the consultancy’s work encompasses interiors, brand identity and communications literature.

Jam proposes to create a non-uniform look, rather than a single coherent retail identity, says the group’s co-founder Jamie Anley.

‘Youth culture demands integrity and consistency so we’re focusing on the localness and difference of each venue, rather than a consistent format,’ Anley explains.

Laurel operations manager Mary Sharp says the company is at early stages in the development of the concepts. It may or may not receive presentations from other consultancies later this month, adds Sharp.

The company, which was formed last May to acquire Whitbread’s 3000-strong pub estate, raised £318m through a sale and leaseback of 280 of its 623 pubs just before Christmas. This is expected to help the business pursue a stock market flotation within the next 18 months.