The Rebel Company
1 Rosas
Case Study
Rosa's Thai Cafés, UK
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Case Study

Rosa's Thai Cafés, UK

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We helped Rosa’s Thai Cafés to create an inspiring environment that makes people happy


Throughout the three years we worked together, we became almost a part of the team, working with the support office team collaboratively whilst delivering solutions to their current challenges, alongside products to deliver consistent improvement and innovation on a wide variety of projects.

Rosa’s always put culture and employee engagement ahead of anything else, and their defining belief that they exist “To Create An Inspiring Environment That Makes People Happy” became a yardstick with which to measure everything they did.

“Ed and his team at Rebel have done a fantastic job on all that has been asked of them. I cannot speak highly enough of them and would heartily recommend their services to others in the hospitality industry.”

Alex Moore, Founder and Chairman, Rosa’s Thai Café’s

4th floor restaurant
Case Study
The Conduit Club, Mayfair
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Case Study

The Conduit Club, Mayfair

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A Food and Drink Programme Championing Sustainability and Social Responsibility


The Conduit is a community of individuals passionate about social change, with world class food and drink at the heart of the experience.

Menus support the club’s wider goal. Promoting sustainability and social betterment. Engendering a better understanding of the trends, opportunities and forces shaping our world.

Michael was instrumental in developing the project from site acquisition through to the opening. Including supporting with raising a £35 million investment.

For the food & drink programme deliverables and results included -
1. The creative brief and vision for the project. Ensuring the club's ethos translated into the food and drink experiences across the club's 40,000 square feet.
2. Hiring the executive culinary team and collaborating on menu development
3. Travelling extensively to formalise direct supplier relationships
4. Securing drinks sponsorship of over £500,000

Michael introduced several forward-thinking initiatives. Including -
1. Eliminating single-use plastics by creating bespoke disposable products. And delivered in collaboration with Margent Farm and Cambridge University.
2. Engaging charities The Clink and Beyond Food Foundation. Creating meaningful employment for disenfranchised men and women in London.
3. Establishing a Guest Chef programme. Opening with a week-long pop-up by Massimo Bottura. Leading to an ongoing programme of engaging food and social impact-orientated events.

2 Mox lounge
Case Study
Moxy and Aloft Hotels, Worldwide
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Case Study

Moxy and Aloft Hotels, Worldwide

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We helped Marriott Hotels to offer a sector-leading lobby experience in two of their fastest growing hotel brands.

We began this project with a detailed review of both Moxy and Aloft’s current lobby, food and drink experiences in both Europe and the USA; visiting a number of properties from London to Brussels in Europe and New Orleans, Denver and Chicago in the USA.

We conducted some informal guest intercepts to gain unbiased insights into the current perception of the brands, where the positives lie and which areas were perceived as being in need of revisions and updates.

Whilst in the USA, we visited a number of aspirational corporate and independent hotels, bars and restaurants to gain insights into the market there, whilst benchmarking the European properties against key established operators in the markets where the brands are currently present and scheduled to open.

Collating this information allowed us to then work with the client to align a number of stakeholders from several departments within Marriott and with the developer community in both continents.

“You couldn’t find a nicer, more creative group of people to work with”

Gustaf Pilebier, Director of F&B Development, Marriott Hotels, Europe

MOXY Drinks Programme

We created a quality-focused yet easy to deliver signature drinks programme that enhances the Moxy experience and helps define the brand.

The programme includes a range of signature cocktails, a welcome drink and iced teas on tap, with drinks brought alive through playful serves, ‘pimpability’ and fun, edible garnishes.

Other components of the programme included -

1. House “SodaMakers” which can be loaded with a shot of liquor

2. “Low and No” for those not wishing to drink full-strength cocktails

3. Kombucha or Cold Brew on tap

4. Wine, beer and spirits architectures that allow for localisation

5. A curated range of nostalgic craft sodas

MOXY Food Programme

What began as a small insights-based part of this scope developed into a wholesale review and uplift of the brand’s approach to food in Europe. This saw us working collaboratively with Marriott’s in-house development team and certain engaged stakeholders from the owner community.

Key deliverables were based on our insights combined with results and ratings from internal measures. And in response to these, we worked across breakfast, bar food, retail and grab & go; creating a food programme with simplicity, scalability and speed in mind.

For Lounge Lovers

In response to changing consumer expectations and in line with the brand’s desire to activate their lobbies, we created a menu fit for mobile working, informal meeting and relaxing in the hotels’ lobbies, drawing from the development work done in other areas to keep things from becoming too complex for the operations teams,

Street Food Concepts

There was a desire from the Moxy developer and owner community to offer something different, above and beyond the core food programme. This was particularly a focus for properties that aren’t located nearby other restaurant options for their guest, or those at airports which must frequently cater to last-minute layover business from airlines.

Building on the core programmes we had previously developed and considering operational feasibility, our response was to create a series of street food concepts that could be implemented in rotation to keep the offer fresh and interesting, with no need to change equipment or operational layout.

The five concepts were designed with evolving consumer expectations and trends in mind, inspired by key high street players in major European cities.

Collateral Design Update

Taking our cues from the American iteration of the Re:fuel identity that had been developed in line with the overall repositioning of the hotel brand, we created new printed collateral, signage and wayfinding with single and dual-language versions, to be used throughout the continent.

This included styling and directing a photoshoot to capture the programme for both the in house collateral and signage, and for internal training and communication purposes.

Aloft Drinks Programme

“Live @ Aloft: A Cocktail Compilation”

Our brief was to create a drinks and bar concept that tied into and elevated the hotel brand’s links to music through their ongoing “Live @ Aloft” series.

Our response was a signature cocktail programme that’s fun and nostalgic. Each cocktail tells the story of a moment in time in recent musical history, from the dawn of music video channels in 1981 to the present day - told through the style of the drinks, the presentation, and service ware. This included developing a bespoke tiki Boombox sharing glass to define the concept.

Other components of the programme included -

1. A tiered approach for hotels with different needs and limitations

2. “Canned Cocktails” inspired by Genuine Liquorette

3. A bank of reimagined classics
4. Space for localisation so hotels can customise the programme.

Training Films

To bring the cocktail programme alive and to ensure consistent delivery across the estate of properties, we created a suit of practical training films covering the drinks themselves and the principals behind batching for draught and pre-prepared drinks.

Watch a sample here

Aloft Lifestyle Photoshoot

As the core project was coming to completion, we were asked by the Brand team in the EU to capture the new food, drink and experience programmes for Aloft in pictures to enable them to market the project.

We produced and provided creative direction for a lifestyle photo shoot at the brand’s Munich property, working with our roster of talent to source and manage models and props before executing the shoot over three days.

Ed Francis
Strategy Director
Ed Francis
Creative Director
Graphic Design
Culinary Development
Drinks Development and Training
Lifestyle Photography Production
Product Photography
Lifestyle Photography
Videography
Vernon House 4
Case Study
Vernon House, Primrose Hill
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Case Study

Vernon House, Primrose Hill

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We helped Mount Capital to bring a collection of private studios to life in Primrose Hill

This project saw us working in the property sector for the first time as we were tasked with coming up with a brand strategy and visual identity for a lovingly refurbished row of Georgian townhouses in Primrose Hill, North London providing 64 beautifully appointed studio apartments alongside communal living areas.

We began with a tweaked version of our Roadshow product which involved extensive local area research to develop a narrative for the project; gaining an understanding of the various competitors across co-living, traditional serviced apartments and disruptive long stay brands; and working to define the target audiences for the property.

Our response was a brand that placed the local character, charm and heritage of this famous neighbourhood at the heart of the project, bringing stories from local businesses into the project to cement Vernon House at the heart of the local community, making sure residents feel at home and connected a soon as they arrive.

We developed a guest journey that bought in elements of a hotel experience but dialled these down into a subtle, unobtrusive way of connecting with, welcoming, and serving the residents without the feeling of a managed environment.

We also built vernonhouse.london

Ed Francis
Strategy Director
Paul McVey
Creative Director
Mike Pawlukiewicz
Design Director
Illustrations
Architects
Interior Design
Local Area Photography
Interior Photography
Fego Mockup 02 copy
Case Study
Fe2Go, Home Counties
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Case Study

Fe2Go, Home Counties

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We helped Fego to


At the height of Lockdown, our clients at Fego needed to create and launch a delivery product fast. Supporting their community and suppliers was always going to be paramount. A totally new revenue stream that was operationally deliverable was essential to the business’ survival.

This project was delivered from campaign concept to MVP launch in less than a week. And involved product development, website and e-commerce build, print and digital design, and a go-to-market strategy across multiple digital and offline channels.

The product development centered on working around what the group of cafés is famous for, across breakfast, lunch, and dinner. Whilst complimenting this with new offerings that solved the needs of their fans whilst they were stuck at home. This was built around three key elements -

Fego Delivered

A reduced a la carte menu including the classic go-to Fego dishes from their cafés as well as seasonal specials using the best ingredients direct from local suppliers.

Family Feasts

A bespoke range of beautifully crafted, healthy and hearty ready-to-heat meals to be enjoyed at home.

Daily Provisions

Top-quality fresh produce, provisions and larder goods, sourced from local friends, suppliers and retailers and delivered directly to your doorstep.


Digital Marketing

Once the product was confirmed and we had built the website and created the relevant campaign assets, we launched and ran a digital campaign driving sales through the site. Taking a location-specific approach to targeting specific cafés in the estate.

Campaign highlights included -

  1. Concept to launch in 5 days
  2. An 8.64x return on ad spend in the first month
  3. The decision to make the sub-brand and e-commerce service an ongoing part of the business
Ed Francis
Strategy Director
Lucy McCormick
Project Producer
Website and Digital Marketing
Graphic Design
INT Sapling rough4
Case Study
Sapling, Dalston
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Case Study

Sapling, Dalston

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We worked with The Dalston Wine Project to open a small but perfectly formed wine bar


At the feasibility stage we assisted with navigating planning, licensing and the restrictions of operating in a Special Policy Area, before going on to lead on the creation of a culinary proposition that satisfied various planning and licensing requirements and restrictions whilst speaking to the discerning audience that the venue would attract. This included a retail, ‘larder’ proposition to sit alongside the anchor wine list and main kitchen menu.

We led on the overall concept and product development then on project management and creative direction. We developed the name and brand identity and delivered an interior design scheme with our partner practice Transit Studio.

Ed Francis
Strategy Director
Creative Director
Architecture and Design
Project Management
Project Build and Fit Out
Photography
Custom Workwear
Bespoke Tableware
Public Relations
Kurami Page 04
Case Study
Kurami, London
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Case Study

Kurami, London

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We helped Camilla Pigozzi Garofalo to bring a health and wellness-inspired meal subscription business to life.


Our brief was to create a brand from scratch that would appeal to a discerning, predominantly female audience who are looking to marry convenience with health and wellness when deciding how and what they eat.

Our response was a brand that took its cues from high end cosmetic and beauty brands, delivering a minimal and slick identity with touches of colour, flair and personality.

The name Kurami was created collaboratively with the Italian client, bringing together the elements of a personal journey - the “Mi” - and an implication of how eating the right things can have enormous health benefits - “Kura” meaning Cure in Italian.

We conducted extensive competitor and market analysis to understand where the opportunities were for a fresh, innovative brand and proposition, before going on to develop the strategic approach, company value proposition, visual identity, packaging design and digital assets for social media.

We briefing in PR and Marketing partners, and provided production and creative direction for a product and lifestyle photoshoot to bring the food and drink to life.

Ed Francis
Strategy Director
Paul McVey
Creative Director
Mike Pawlukiewicz
Design Director
Culinary Development
Food Photography
Food Styling
Product Photography
Print and Digital Design
Beauty PR
Salters Render
Case Study
The Sheraton, Nur-Sultan
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Case Study

The Sheraton, Nur-Sultan

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We helped The Sheraton Nur-Sultan to create two distinctly difference locally-inspired restaurants.

The scope included full concept creation, menu development and guest experience, as well as creative direction across other aspects of the project including uniform, signage, music, serviceware and launch PR.

SALTER’S

Salter’s is a modern steakhouse concept catering to a meat-centric local audience equally well to the Asian, American and European business traveller audience that are seeking familiarity with a touch of local relevance.

The majority of the menu is served by weight, which is commonly how vodka is ordered in the country and therefore the name emerged in honour of George Salter, who invented the domestic weighing scale as we know it today.

The identity is classy and refined without being unapproachable, talking elements of the traditional detailing of weights and measures, carried through to a variety of parentheses. Fonts are clean, and classic but in no way dated. The colour palette references the interior detailing which includes leather upholstery and a sumptuous vibe.

Download the concept presentation here.

EMILIYA

The visual identity for Emiliya came from a conceptual direction that centred on a bright, breezy and relaxed all day dining room that caters to breakfast, brunch, coffee, lunch and dinner plus the need to host private events and break out lunches for corporate events within the property.

We responded with a slightly feminine but not overt identity that combines free-flowing illustrative elements evoking the famous steps of Kazakhstan, with a hand drawn logo, causal typographic treatment and concise, engaging copy.

Download the concept presentation here.

Ed Francis
Strategy Director
Ed Francis
Creative Director
Design Director
Culinary Development
Drinks Development and Training
Design and Concept Consulancy
Vlh0jf4ryjt
Case Study
LABS, Worldwide
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Case Study

LABS, Worldwide

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We helped LABS to fuel the next generation of global co-workers.


We developed a programme that championed a “Globally Inspired, Locally Relevant” concept, anchoring a strong international identity in local strategic partnerships for products such as bread, cheese, coffee, wine, and craft beer.

We then designed and installed a bespoke island bar and kitchen module that could be replicated throughout their estate, serving three key purposes - Grab & Go, Coffee, and an evening Bar Programme of cocktails, wines, beers, and small plates - in a minimal footprint with no back of house kitchen or storage provision.

Ed Francis
Strategy Director
Project Producer
Graphic Design
1 A5 A2534
Case Study
Olly, Delhi
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Case Study

Olly, Delhi

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We helped AD Singh to bring Melbourne-inspired café culture to Delhi.


The scope involved conducting detailed market feasibility to understand the opportunity, before going on to work with the team to collaboratively develop an engaging and viable new concept to raise the bar both amongst the immediate competition and existing casual dining benchmarks in the country.

The resulting brand was a bright, casual all-day café, grab & go and retail concept that loosely took its cues from the Melbourne cafés that have inspired others around the world.

We worked closely with the client and their in-market architect and design partners to evolve and then creatively direct the concept, before leading on team re-training, marketing and activation, and post-opening operations support.

We also built this -

weareolly.com

“It was a pleasure collaborating with Ed and his team. They listened carefully, got the brief perfectly and worked brilliantly within the challenges and restrictions of the Indian market.”

AD Singh, Founder and Managing Director

Ed Francis
Strategy Director
Ed Francis
Creative Director
Sabina Singh
Design Director
Architectural Design
Inderjit Vachar
Project Management
Graphic and Digital Design
Culinary and Beverage Development
Illustration
Photography
DSC8504 HDR
Case Study
Candy and Green, Mumbai
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Case Study

Candy and Green, Mumbai

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We helped Candy and Green to celebrate a modern vegetarian lifestyle in Mumbai


At the early brainstorming stages, a duality emerged that saw the good-for-you elements of the concept sit next to more rewarding, indulgent elements such as the cocktail offering and some more hearty dishes.

This same ethos follows through to all elements of the project including the design, service, overall experience and the way that guests use the space.

The menu is presented in the style of a tabloid newspaper, printed in ‘editions’ to represent the evolving nature of the menu and the fact that the venue will host a variety of events shortly after launching, as well as presenting other things going on in the neighbourhood.

The programme will feature everything from rooftop sunrise yoga and pilates classes to wine tastings and food masterclasses, cementing it as an integral part of the SoBo community.

Our drinks programme centres on seasonal cold press juices, smoothies and health drinks complimented by a concise list of house cocktails made from 100% fresh ingredients.

In addition to the relationships, we helped form with suppliers, a 700 sq foot roof garden and roof-top living walls means that many of the herbs and leaves used in the kitchen and behind the bar are grown in house.

“As first-time restaurateurs we needed all the help we could get, and Rebel’s team couldn’t have done a better job. Their understanding of my brief, international standards and the local market really were crucial to the success of the project.”

Shraddha Bhansali, Founder, Candy & Green, Mumbai

Ed Francis
Strategy Director
Ahmed Akasha
Creative Director
Local Consultancy and Project Management
Architectural Design
Graphic and Digital Design
Culinary and Beverage Development
CW5 Design2 0039
Case Study
Charlotte's W5, Ealing
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Case Study

Charlotte's W5, Ealing

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Charlotte’s Group are a privately owned, local restaurant group currently operating three distinctly different sites in Chiswick and Ealing in west London.


Charlotte’s W5 was the company’s third and most ambitious project, housed within a 5000 sq ft. converted stable as part of Dicken’s Yard in the heart of the Ealing town centre regeneration.

We worked closely with the client to conceptualise the venue, led on feasibility and business planning, before going on to lead on strategy, culinary and beverage development, guest experience development, and opening team training.

We worked extensively on developing the company’s culture and with its senior management team on a number of internal projects.

Ed Francis
Strategy Director
Client Led
Creative Director
Principal Designer
Branding and Graphic Design
Illustration and Sign Writing
Photography

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