Creating an appetising on-board experience.


Creating an appetising on-board experience.

So when we were asked to develop a new brand for their Standard Class catering service, the brief was clear – make on-board food a lot more appealing.

The new offering also had to be future-proofed to work with any franchise. Our response was to create a standalone brand. One unrelated to whichever train operating company runs the East Coast Main Line.

As a starting point, the new brand needed a name. We explored several options, finally settling on The Foodbar. In terms of design, we wanted to create the look and feel of a contemporary deli. For this we developed a subtle, stylish colour palette and photography that focused on the quality of the locally sourced ingredients, unashamedly putting the product front and centre.


We brought the new brand to life across every touchpoint, including designing the on-board environment of The Foodbar.

With the key elements in place, we created a cohesive on-board experience, from food packaging and menus to signage and The Foodbar environment.
When Virgin Trains took over the franchise, we updated the on-board collateral, including menus and food packaging, to reflect their wit and attitude. We promoted the new brand identity across online and OOH channels at stations.

As part of their commitment to sourcing from local suppliers, Virgin Trains teamed up with York-based Rudgate Brewery. The result is an exclusive ale, called Hop on Board. We created the ale’s label, with a simple yet striking look to compliment the Virgin brand.

From sandwich wrappers to ale bottle labels, we created packaging to reflect the attitude and wit of Virgin Trains.

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