The ‘Why’

Urban Guild already has a strong brand positioning: bohemian, relaxed, friendly, honest. It wanted Global to design and print a suite of communications material to reflect this, using the pineapple, which has symbolised hospitality since colonial times.

The Brief

Our task was to encapsulate the nature of the brand and promote the philosophy behind it. We needed to create an educational tool that would engage with the typically free spirited and youthful staff.

The training books are based on Field Notes notebooks, designed as pocket size guides dedicated to individual areas of the business (food, coffee, wine, cocktails, philosophy.) Simple infographics were used throughout to help highlight and clearly explain the core messages.