Instigating the Perkins Evolution

Everyone at BowlesAssociates enjoys good food, so it’s been a real pleasure to be involved with Perkins Restaurant. The 2007 and 2008 Which? Good Food Guide ‘Midlands Restaurant of the Year’ has established itself as one of the premier eating out destinations in the region, ever since Tony and Wendy Perkins opened the establishment on the site of the old Plumtree Railway Station in 1982. Sons Jonathan and David Perkins took over in 2002, and the brothers have developed the business from there.

Keen to maintain their position at the forefront of East Midlands dining, Jonathan and David called on us to assess their overall operation and develop a corporate brand that would tie in with changing food trends and draw in a younger audience. Sam Bowles came up with the concept of The Perkins Family - incorporating Perkins Restaurant and event space The Carriage Hall - as well as how best to market the changes in the restaurant’s offering to the public. The re-launch of the restaurant, featuring a new interior and totally redesigned food and drinks menu, was labelled as Perkins Evolution.

The Perkins Evolution logo itself went through several iterations before we settled on the final version, seen above - a striking image with a modern feel. It was then incorporated into a wide range of communications, centred around a three-pronged direct mail campaign - existing customers, potential new customers and Perkins' neighbours - a redesigned hard copy and email newsletter, and advertising in the local media. All required photographs from the Portrait Collective.

Other work included an extensive PR campaign leading up to and following the launch. Steve Sadler also created artworked illustrations to appear on new food and drinks menus, which were designed with the new Perkins logo embossed on the front of attractive wooden holders.