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Stonegate Pubs

Building a no-nonsense brand for the UK’s biggest pub group

A blue banner reading "The People's Pub" hangs in a festive pub with confetti falling and colorful lights, surrounded by wooden decor and a stocked bar.

Stonegate Pubs

Campaigns

How to stand out in a market of over 45,000 pubs?

Stonegate Group asked us to create a new identity for their largest segment — a collection of 220 managed pubs.

Most pub groups lean one of two ways: price-driven and functional, or overly sincere and try-hard. Neither captures the real charm of the great British pub — full of quirks, stories and characters.

Our challenge: build a brand that celebrates the spirit of the local without losing the individuality of each pub in the portfolio.

The Problem with most pub groups? They don’t act like pubs.

Our solution was simple… Act like a pub.

We leaned into everything people love about their local — not just the pub itself, but the community around it. From tone of voice to menu design, we built a world that feels familiar, but distinctive.

At the heart of it is a name that puts the guest first: The People’s Pub. This wasn’t a chain takeover — the pub name above the door still comes first. So we created a logo system that nods to traditional pub signs: warm, familiar, and rooted in local character. A unifying mark that connects the group without overshadowing each pub’s identity.

A man holding a pint of beer smiles widely while colorful confetti falls around him in a lively indoor setting.
A smartphone on a wooden table displays an image of beer with foam and the text: "It's not art but it is a masterpiece." Two glasses of beer sit nearby, casting shadows.
A person holding a large hamburger with lettuce, sauce, and bacon, looking excited and about to take a bite. The background is softly blurred.
A man holding a pint of beer and a plate of food makes a funny face, as if reacting to the taste. He stands in a lively, warmly lit restaurant or pub with other people in the background.
A smiling man in a dimly lit bar holds a pint of beer, with people socializing and mingling in the blurred background.
Three posters hang inside a cozy pub advertising events: a Six Nations rugby match, a quiz night, and a proper dinner deal. Pints of beer sit on the bar in the warm, wooden interior.
Several brown cardboard boxes filled with glass bottles with metal caps, some boxes labeled with phrases like "PROPER DECENT VALUE," "COMMUNITY LANDMARKS," and "REAL GOOD COMPANY.
A smiling older woman with gray hair pours a pint of dark beer from a tap behind a bar, surrounded by bottles and bar equipment. She wears a sheer, striped top and large earrings.
A hand holds up a smartphone displaying an event flyer for "Karaoke Tuesdays" with people singing, scheduled every Tuesday from 7 PM, against a bright sky with blurred rooftop silhouettes.
A person in a brown hoodie and jeans stands in front of a brick wall, holding a blue tote bag with yellow text that reads "THE PEOPLE'S PUB.
A smartphone on a wooden table displays an ad: “THE REAL DEAL—Burger, chips and a drink for £10, between 5pm–7pm.” Next to the phone are fries, a burger, and a glass of beer.
Round coasters with "THE PEOPLE'S PUB" and "ESTABLISHED FOR PUB LOVERS" logos are scattered on a wooden table near several glasses of amber-colored drinks.
A collage of lively pub scenes with people eating burgers, drinking beer, socializing, cheering, and enjoying food. Includes close-ups of a burger, a menu, and a sign for The People’s Pub.

What the client says...

"I've never worked with an agency who is so creative, strategic and organised - it’s very rare to find an agency that does it all"

Hannah Little

Head of Marketing, Stonegate

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