Resorts World Birmingham

F&B Brand Work


As Resorts World Birmingham’s strategic creative partner, we were asked to develop engaging brand propositions and design concepts for all of the menus and POS at World Bar, High Line and Sky Bar.


Rather than read menus from front to back, diners tend to scan them quickly (on average for 109 seconds, according to a Gallup poll). This means that a menu must make a big impact in minimal time.


With compelling creative, easy-to-scan layouts, clear section headings, easy-to-find dish titles and other visual techniques providing the foundation for our work, we delivered a full suite of marketing collateral, with each offering a unique take on sophisticated drinking and dining.


In combination with our Resorts World Birmingham rebrand, this work was an instrumental part of delivering record dwell time and footfall figures across the complex, up 24% on target.

The World Bar Menu

Subtle patterning and a muted colour palette helped modernise The World Bar’s identity while dovetailing perfectly with the interiors. When it came to the concept, we explored the global aspect of its offering, using a series of flag icons to clearly show the origin of all gin and beer brands available.

The A4 board with tabbed menu pages clipped to it meant that the main menu, the lunch and kids’ menus and the beer, wine and gin menus were easy to find and read. For the gin section, we came up with a ‘build your own’ system, which guides customers through the process of creating their own unique gin and tonic recipes.

We designed supporting rollout materials using the look and feel of the new menu. Appearing mainly as A-boards, they were also used across digital screens and social posts.

High Line

For High Line, our brief was to create a more accessible look and feel – one that would bring in a daytime family crowd without alienating the night-time party crowd. To achieve this, we separated out the food, drink, kids’ and lunch menus. In our redesign, we stayed true to High Line’s New York City inspiration, but took a more playful approach by overlaying classic black and white photography with quirky illustrations of American cultural and lifestyle references.

We ensured that every element was tied back the concept. This extended to highlighting ingredients and menu items with very American origins.

We then rolled the design out to all collateral, which consisted of A-boards, digital screens and social posts.

Sky Bar

Previously open only at night, Sky Bar decided to launch a lunchtime sushi menu. There was to be just a subtle shift in look and feel, so what we did had to reflect existing design cues. Our response was to feature stunning food and drink photography and reference the beautiful views from Sky Bar.