BRIGHTSIDE ROADSIDE DINING
Brand development, print, digital, marketing, hoarding, signage.
brightside.co.uk
Common Ground Communication
Brightside was a new restaurant concept proposed within the highly successful Loungers PLC company (Lounge Café Bars, Cosy Club). The aim was to create a brand that embodied wholesomeness, reliability, nostalgia, and integrity – evoking the charm of nostalgic British seaside holidays, road trips across the country, and childhood summer adventures. Once the name ‘Brightside’ was decided, I collaborated closely with Common Ground to develop multiple logo ideas and variations.
Brand development: For the Brightside brand guidelines, I focused on crafting a sun-filled, vibrant colour palette reminiscent of sunsets and cosiness. A significant part of the process involved developing the imagery for the brand. Our proposal positioned photography as the visual focal point, ensuring it felt sun-kissed and glowing, as though the brand itself was shining down on its customers. I found the main brand font, Giulia, which I felt was perfect for this project. It is legible and bouncy, yet smart, with a fun, joyful character that feels naïve and friendly without veering too far into childishness. I worked extensively with example photography – capturing moments such as people in their cars, enjoying meals, and laughing – and developed a set of filters and templates. These tools ensured a consistent, radiant aesthetic that aligned with the brand’s ethos across all applications.
“Holly was a really key member of the team for both the creative conception and the practical delivery for this substantial brand launch. We couldn't have got there without her natural creativity, consistent technical application – and sunny outlook!”
Howard Swift, Creative Director Common Ground Communication