Pitch Cardiff | Branding Design | Limegreentangerine

Services

Brand identity
Environmental
Illustration
Website
Copywriting

Sector

Food & drink
Retail

Visit

pitchcardiff.com

Simple, honest, tasty

Background

Tucked in on trendy Mill Lane in Cardiff’s café quarter, Pitch Bar & Eatery is fiercely independent, priding themselves on simple, honest and tasty food with a modern Welsh flavour. Offering artisan dishes, cocktails and craft beers, they needed a brand that could pierce the noise. We were asked to develop a visual identity and grow their communications to reflect both being a place to grab a tasty bite or simply enjoy a relaxed drink away from the madding crowd.

Enjoying a gastronomic boom in recent times, Cardiff is now awash with choice of carbon-copy chain restaurants and bars, so competing as a stand-alone destination on one of the city’s most iconic streets was an exciting challenge.

Bite size

Named Pitch as a nod to a rugby-crazed principality, their chefs obsessively seek the best, most mouth-watering ingredients from local farmers, growers, makers and markets, fusing them to create fresh, vibrant, sumptuous dishes. Their ethos is, simply, ‘handmade with heart’.

Our remit was ‘quirky cosy’, but sandwiched between trendy cocktail bars and chain bistros it crucially needed to pierce the noise and command notice. The brand had to have quiet authority and be scalable to accommodate future planned growth.

Tasty type

Uppercase type plays between modern and vintage, chosen for the identity and applied throughout the brand, softened by hand-drawn, ornate patterns and a fresh blue and ivory palette.

In addition to the identity, we designed custom type which rolled out to signage, uniform, pin badges, packaging, photography and a single page responsive website.

In April 2016, Pitch’s efforts were recognised as they scooped the gong for Best Welsh Restaurant in the Wales Food Awards.

When we first met with the LGT designers we were still in the process of figuring a lot of stuff out. Their team helped us identify who we are as a brand and produced a vision with real, exciting scalability that has helped punctuate intense competition. Importantly, on style-conscious Mill Lane, people are proud to be seen here as well as enjoying food we put our heart and soul into. Ben Browne, Proprietor