IF - the Altrincham based creative agency – has developed and launched a new brand proposition and communication identity for country-style pub brand Chef & Brewer.

The concept is now being rolled out across the 133 pub estate in the form of menus, POS, digital creative and social media.

Working with research and strategy agency Brand Edge, the IF team was tasked with giving the brand a more distinct, relevant and motivating style and personality.

Christian James, MD at IF said: “Every Chef & Brewer pub has its own distinct character and personality. We’ve taken this truth and built a compelling brand upon it.”

Over the next few months, the new brand proposition will drive the development of the core menu, with a focus on tastes and flavours.

Kenny Skelton, brand and insight director at Chef & Brewer, said: “We’re passionate about hospitality and serving great pub food to our guests. The new brand proposition captures the distinctive character of the way we deliver these in every one of our Chef & Brewer pubs.”

The roll out of the new brand also includes the staging of a number of festivals over the coming months.