Searcys is the original British hospitality brand founded by John Searcy in 1847. Bibliothèque were approached by owners, WSH, to bring clarity to the group’s complex strategy and structure, and create a new visual identity for the company.

The brand had lost its prestige and was confused; at its core was a private catering company for events, which had grown to operate 29 venues ranging from cafés in historic venues such as St Paul’s Cathedral, to iconic destination restaurants at the Gherkin.

The new identity draws on typographic details drawn from on their first venue at 30 Pavillion Road in Knightsbridge. We then created bespoke packaging for their own-brand products, ranging from coffee to their house cuvée which is available across all of their portfolio of assets. The website had to work hard to help reposition the company, whilst also working as a powerful booking site for their catering and events business.

The year following the identity change resulted in double-digit growth at their flagship venues, and Searcys has now expanded to 22 venues incorporating 13 restaurants/bars, five cafés and multiple events spaces.