Whitbread commissioned I-AM to refresh their logotype and identity as part of a scheme to create a new narrative for the company. They also wanted replace the final remnants of an
ex-brewing reputation that still existed in some areas.
Whitbread is not a customer facing company; rather, it is the bedrock foundation beneath a family of brands. As such,I-AM identified two high priority target audiences: while it was important for Whitbread to be seen by those in the City as a well-run and dynamic business it was also important for employees to view Whitbread as a place they could be proud to spend their careers.
I-AM have positioned Whitbread as ‘the eat, sleep and drink company’ – both an indication of the activities of the business and an expression of the commitment the employees have towards the company and its customers.
What we did
Brand Mark
Brand Identity
Brand Guidelines
Visual Language
B2C and B2B refers to business-to-consumer and business-to-business respectively. Their similarity lies in that both consumers and businesses are customers. In short, B2B and B2C Marketing end-customers are businesses while B2C end-customers are consumers who are the general public.
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