Aligning Solus Restaurants with our visual identity.

Issue
The visual identity created for Solus Restaurants did not align with Premier Inn’s brand guidelines or the former Thyme branding, leading to a fragmented and inconsistent customer experience. Within the hotel environment, where cohesive branding is crucial, Solus appeared disjointed, undermining the seamless and integrated experience that Premier Inn strives to deliver.

Insight
If food imagery isn’t instantly appetising, it fails to capture attention or inspire engagement. Compelling photography must do more than look good – it should evoke appetite, convey atmosphere and reinforce brand consistency. Without compelling visuals, marketing efforts lose impact.

Idea
To bridge the disconnect, we led a targeted food photography shoot to define a new visual direction for Solus. The objective was to create a cohesive suite of imagery for use across menus, point-of-sale displays, digital channels and email marketing. We developed comprehensive food and beverage (F&B) photography guidelines to ensure consistent creative output across all future campaigns and touchpoints.

Impact
Our creative direction introduced a photography style that felt inclusive, authentic and emotionally engaging, featuring real people in natural settings, captured with warm lighting and a candid, inviting tone. The result was a 50% increase in engagement across marketing channels and a notable rise in restaurant bookings, demonstrating the value of a unified visual identity.