Searcys is the original British hospitality brand founded by John Searcy, caterer to the Duke of Northumberland, 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 this. 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.
With the history and former prestige of the company it made sense to research their archive to find inspiration to draw on. The company, historically called Searcy Tensely Company Limited, featured an S and T monogram intertwined with a serpent on their original crest. This, along with the elegant sans serif type used for the signage on their first venue, 30 Pavillion Road in Knightsbridge, acted as the inspiration for the new identity.
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, which makes up a considerable percentage of Searcys’ revenue. We engaged with the digital agency Fanatic to help with this, building a hard-working site for the master brand that allows Searcys to build their B2B clientele. An elegant, stripped back header combined with a simple modular layout underpins the site, whilst a powerful search function allows customers to quickly search for a relevant venue whether they are looking to hold a corporate function, book a Christmas party, organise a wedding, or just book a table for two that evening.
We also worked with Searcys to create bespoke packaging for their own-brand products, ranging from coffee to their house cuvée which is available across all of their portfolio of assets.