Spirit group chain updates its offer

Cambridge-based Ware Anthony Rust has developed brand guidelines and marketing materials for independent pub company Spirit Group’s 70-strong Qs chain. Posters, menus and leaflets bearing the designs will be rolling out over the next six weeks.

Aimed at young, aspiring couples – broadly in the 25-40 age range – the chain currently has a northern bias in terms of location, but is planning to expand across the country. WAR won the work without a pitch before Christmas last year, having previously worked on other Spirit brands.

The group was initially approached to create the brand collateral, but the job expanded into a review of the Qs identity. While the outcome is not a radical overhaul of the identity, a comprehensive set of guidelines has been introduced.

‘Some of the building blocks for the Qs’ look were in existence,’ says WAR creative director Richard Bland. ‘But few controls had been put in place to ensure their consistent application. By reviewing its suite of needs and considering future requirements, we have created the components for a cohesive communications strategy for Qs’ continued growth and future success.’

Formerly Punch Retail before demerging prior to Punch Taverns’ flotation last May, Spirit Group has been steadily growing its estate through acquisition. Earlier this month, it took control of the 80-strong Tom Cobleigh chain.