The Black Swan & Roots

The Challenge:

These two Michelin-starred restaurants, both part of the Tommy Banks Group, had overlapping audiences and shared values but lacked clarity around brand positioning, tone, and identity. Without formal brand guidelines or distinct messaging, teams were working without a north star, leading to inefficiencies across sales, marketing, and content creation. The goal was to define each brand clearly, while preserving their connection as part of a shared ethos.

My Approach:

I developed detailed brand frameworks for each restaurant, clearly articulating their purpose, values, tone, and personality. These frameworks ensured both brands could stand independently - appealing to different mindsets and dining behaviours - while still sitting cohesively under the group umbrella. I created a tone of voice evolution guide for each, helping to elevate messaging without losing the warmth and character already loved by loyal customers. Each brand also received a light visual refresh, improving clarity across digital, print, and in-venue materials.

The Outcome:

The Black Swan and Roots now have two distinct yet complementary brand identities, allowing them to operate as individual brands with their own editorial tone, audience targeting, and content direction while remaining unmistakably part of the same group. The work continues to guide creative output across marketing, design, and storytelling.