Branding Scottish Hospitality
Having tea in your Gran's living room - with a pinch of attitude on the side.
Billed as the most famous grilled cheese joint in Britain, Melt has attained cult status since opening in the middle of 2016. Confidence, sass, vintage glory, a healthy dollop of rockabilly, a sprinkle of determination and a massive helping of grilled-cheese-deliciousness has seen Melt appear in the national press, chat mags, TV shows, and has even had Jon Snow (no, not the King in the North - the godfather of current affairs at Channel 4) serenade them with a song!
With a planned new dining experience around the corner - Mechelle (the big cheese) and her team knew that the trusty old brand need a bit of kick in the a*se. So we were tasked with refreshing it - to make the restaurant a smidge more ‘grown up’ while ensuring the shop's outspoken, no-apologies attitude didn’t grow up too much.
Graphic Extension & Brand Messaging
Social Media Campaign
Two styles of social graphics were created, helping the guys at Melt, show off their food, as well as having a bit of fun when the wanted to. Loose and familiar language alongside strong product imagery and bold typography meant that the message was never understated and the food always had time to shine.