bill’s restaurants

Helping a casual dining
chain grow and flourish

With more than 80 restaurants across the UK, Bill’s is a well-loved dining chain with distinctive visual character. We worked closely with them for three years, delivering over 350 projects and helping them raise their profile, communicate their values, launch new services, build customer loyalty, and much more.

Hospitality: Own-brand identities + Digital + Campaigns + Print + Environment

Launching a new delivery service

With home delivery services on the rise and customers increasingly wanting to enjoy restaurant quality food at home, the time was right for Bill’s to launch a new takeaway and ‘click and collect’ service.


We developed the brand identity, packaging, menus and launch material for the new service. Creating a logo lockup with the main brand enabled us to push the service to the forefront, while we brought together bold typography and a limited colour palette to create an impactful identity.

Raising brand awareness

To build neighbourhood excitement ahead of Bill’s new restaurant openings, we designed a series of hoardings. Each one made a bold and engaging statement, brought to life the brand values and heritage, and provided a tempting taste of what would soon be on offer. Helping ensure successful launches in a wide range of locations, our work enabled each new adventure to begin on the right footing every time.

Building loyalty, adding services

We designed the Bill’s app to help build stronger relationships with customers. As well as rewarding loyalty, it enables additional services such as contactless payments, takeaway ordering and click and collect. Inspired by Victorian circuses, the designs bring together playful illustrations, icons and a rich colour palette. To build awareness pre-launch, we also created a range of vibrant support materials to encourage customers to download the app.

We love Studio Noel’s work – their use of colour and imagery is spot on for Bill’s. Always beautifully designed with acute attention to detail, they are exceptional creative designers.

bill’s restaurants

Engaging customers through campaigns

Experimenting with fresh ideas and interesting formats, we created a range of promotional campaigns to highlight Bill’s new seasonal menus and everyday dining services. To show off their new morning menu, we designed a newspaper for browsing over breakfast. To launch their new spring menu, we directed hero photography featuring seasonal ingredients and flowers, creating a vibrant campaign that reflected Bill’s passion for seasonal food. Our ‘Beat the Blues’ digital campaign helped entice customers back during the post festive period, and featured treats throughout January.

Encapsulating the brand values

The Bill’s brand is built on a love of great quality food and fresh seasonal British produce, and we captured these values in a range of innovative ways. Our playful colouring-in sheets for their children’s menus incorporated a classic Bill’s British breakfast packed with fruit and veg, plus a backward glance to the restaurant’s roots as a greengrocer in Lewes. Whether designing candlelit Bonfire Night ads, or creating the mark for their Good Food Fast range, our deeper understanding of their brand ensured that Bill’s values always shines through, across all their communications.

Keeping employees 

With Bill’s going from strength to strength and the number of employees growing steadily, we designed a series of staff engagement materials. From staff benefits leaflets to comms for candidates, the signature warmth and energy helped ensure that every employee felt connected to the brand, throughout every stage of their journey with the company.


projects designed over three years for


restaurants across the UK

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