Founded in 1993, Buccanneer operate nine pubs in the south west of England, and offer curated beers and fine wines, food sourced from local suppliers and relaxing, cosy accommodation.
We were tasked with rebranding the business and its individual pubs. All needed updating, but the branding needed to be sympathetic not only to the pubs, but the buildings that contain them and traditional pub culture. Variously located, including riverside, city centre and Cotswold, the pubs have their own strong characters – there was no single solution.
With refreshed branding for the company and its pubs, it was time to bring the websites up to speed. The focus was on modernisation. The new websites needed to look great on all screen sizes and devices. The client required a fully bespoke website for Buccaneer Holdings, while one bespoke design process would be employed for the pub websites. This would then be replicated and re-branded for each of the nine pubs.
To create a better user experience, we started by studying their analytics data. We listened to the client and took on board feedback they had received from customers on their current websites, which provided key insights into both the success and pitfalls of each. Armed with this information, we sketched out wireframes to plan the flow of information and functionality carefully before starting work on the designs.
As with all web our projects, design starts with the homepage, which then determines the look of the rest of the website. It was important to the client that the same structure flowed through each pub website, giving them continuity. In its second incarnation, the Buccaneer website is more than just an obligatory company page. It acts as a hub, allowing the user to find each pub physically on an interactive map. It's a central place to find jobs and apply for them online, and also tells their unique story, which is a point of pride for the company.
A similar design approach is taken with mailers for each pub. An overarching layout is produced for each event, which is then tailored to each pub's branding. This allows the same sense continuity seen in the websites, while keeping each pub's unique identity intact.
We approached Alex Chilton Design with the remit to modernise our existing branding and websites whilst retaining the individual and traditional feeling of each pub. The sites needed to be easy to navigate on screen, tablet or phone, whilst still delivering the essential aspects of being able to book, find us, and deliver a real first time experience of the pub on line before walking through the door. Alex and his team listened to what we wanted, gave us sound advice, and guided us through the process, updating us on a regular basis whilst maintaining agreed budgets and time frames. Our customer feedback has been excellent.