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Mitchells & Butler

Toby Carvery reaches new heights.

Toby Carvery is a well-loved Mitchells & Butler brand which has been serving customers for over 30 years delivering 21 million meals each year. In 2013 it was decided Toby Carvery wanted to up its branding and design to reflect its ‘family time’ positioning which resulted in the need to update and refresh all the Toby signage in line with the redesign.

Omega Signs were tasked with showing how the new design would work across the signage needs of all the restaurants and this included the design of the new Toby man on a full sized totem. The brief was quite challenging and, in order to ensure they met it totally, Omega produced a full size prototype. Property, Marketing and brand personnel from the &B team were then invited to view the totem at the Omega factory and it was agreed that with a few tweaks it  successfully met the brief of being eye-catching and in line with the brand redesign. Once approved, Omega then created a family of signs to show how the new signage design would work across the portfolio. Omega will now continue to roll out the new brand image as each site is remodelled.