The Dining Club Group Announces New Brand Identity for Gourmet Society

The Dining Club Group, the world’s largest diners’ club group, announced the launch of a new brand identity for their gourmet society brand as of 31 October 2018.

The Dining Club Group’s rebrand of gourmet society aims to bring gourmet society’s purpose, vision and values to life, and improve the customer experience for their million plus members. The rebrand forms the first phase of The Dining Club Group’s marketing overhaul of gourmet society, their premium discount dining brand which was acquired by The Dining Club Group in 2014.

The rebrand was led by London‐based independent creative and communications agency Leagas Delaney, who were briefed to focus on developing a contemporary and refined, yet simple visual identity and brand personality for gourmet society; reflecting the brand’s drive to be leading the UK dining revolution by offering elevated dining experiences, at great value. From a markedly distinctive logo and brand design identity, through to a refreshed brand personality and tone of voice, the rebrand will be seen across all gourmet society media platforms and channels.

Fergus Hay, Leagas Delaney CEO, says: “We’re delighted to have been so integral to the gourmet society rebrand and we believe the new identity is truly representative of its ambition, position and relevance in the UK dining market.”

Anwar Sultan, CMO The Dining Club Group, says: “gourmet society has been a brand at the heart of the restaurant industry and amongst foodies for many years. Its mission is to support the 6000+ restaurants on the scheme and provide excellent service, discounts and experiences to our 1 million plus customers. As part of this mission we, The Dining Club Group, want to continue to evolve the offering and brand. We are confident that our new gourmet society brand identity will resonate with both our potential and existing gourmet society members who will notice a more sophisticated look and feel through all communications, especially the gourmet society website and mobile app, making it easier for our members to make fantastic savings.”

The re-brand will ensure all gourmet society’s marketing output will be more efficient and engaging, as The Dining Club Group designers & content creators will have clear brand guidelines from which to produce more compelling gourmet society branded content with a consistent look, feel and tone of voice.

gourmet society’s new marketing strategy will continue to roll out into 2019, aiming to improve customer acquisition, retention and engagement through increased brand awareness and perception.

Source: Leagas Delaney

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