National Trust Catering

The National Trust Catering identity is designed to act as an authentic platform for each property that is reflective of the honest ethos at the heart of the Trust. Turning convention on its head,
the catering identity is confidently quiet allowing the key messages to take centre stage.

For many people, the experience of eating and drinking at a National Trust property
is an essential part of their visit. Key to this experience is creating an inviting and engaging environment that
communicates the unique messages
on offer: ‘taste the seasons’, ‘love local’
and ‘made here today’.

Inspired by the original signage found in the Trust gardens across the country,
a unique and bespoke signage system
was created with a contemporary twist, delivering the authentic notion of ‘plot to plate’ integral to each eating experience.

A recipe for success

Each and every property’s catering experience needed to be unique, authentic
and not generic. The high-
street chain model was
not appropriate, nor the approach of a single restaurant. A new way
of thinking was needed. lukecharles established an iterative process working closely with the client team from both catering and brand (across the country) to ensure the perfect solution was met.

From research to concept, prototypes to client workshops, 3-dimensional structures to point-of-sale, print production to
the creation of desktop publishing templates, photography to sourcing engaging props and installation, the identity
was born.

Eating with the Trust

The proof was in the pudding with every visitor inspired to come back
and do it again. Within a
month of the launch, visitor
numbers to ‘the Restaurant’ at Polesden Lacey increased by 27%.


What others said

“The Catering identity has allowed us to communicate our fresh local seasonal message over in an
exciting way showing the individuality of each property without bombarding the customer with too much information.”

Lynda Brewer —
Catering Project Specialist
National Trust

“The Cow Barn is everything that a National Trust restaurant should be and more, and its commitment
to seasonal, local food
raises the bar for other establishments.”

Mark Taylor —
Food Critic, Metro
Cow Barn, Tyntesfield