Embedded as a Brand Designer within the in-house brand and marketing team of L’ETO, an international hospitality group with 40+ locations across 7 countries in the UK and MENA, I worked across the development and rollout of branding concepts, packaging, campaigns, retail products and communications for multiple markets.

A major part of the work was rethinking the existing retail and print/packaging range, which had become outdated and inconsistent – to the point where it wasn’t even clear which shade of yellow was the correct brand yellow. The redesign was part of a broader shift in the brand and marketing strategy, requiring a more coherent visual language across a growing international business.

The work included a complete reworking of takeaway packaging, the tea collection and other pantry products, alongside seasonal updates to menus, vitrines and a wide range of brand and marketing materials. A clearly defined colour palette, custom patterns, a unified illustration style, a more consistent approach to typography and layout, and a set of distinctive graphic shapes and communication elements helped bring the different touchpoints together.