The Angel at Hetton is known as the ‘original gastro pub,’ with a regional reputation for fine dining in a quiet corner of the Yorkshire Dales. It had been owned by one family for decades and when new owners took over, they wanted to build on the The Angel’s heritage but take it forward in a bold, new direction.
Re-brand and re-launch The Angel as a destination restaurant, with beautifully refurbished rooms. It was crucial to find an approach which reassured locals they would still receive the warm welcome they historically enjoyed but which also resonated with a national audience, growing The Angel’s reputation.
We developed a new brand story for The Angel, after an initial workshop with the new owner to define and distil their vision. They were setting out to offer fine dining in an environment where everyone felt welcome, so we set out to clearly communicate that to the people who needed to know.
As The Angel was going forward in a new direction, so we took the line ‘a new angle.’ We delivered a striking new logo with clean lines, which is contemporary and fresh. We developed new assets across multiple channels, including a website which animates chef Michael Wignall’s concept sketches for his dishes. Our work across the re-brand and the subsequent marketing launched The Angel to great acclaim and its reputation and recognition has continued to grow.
The new-look Angel opened its doors to welcome guests in September 2018 and its profile has increased, regionally, nationally and internationally. In 2019, The Angel was awarded one Michelin star and four Rosettes. In 2021, it was named Gastropub of the Year and number two in the National Restaurant Awards Top 100. We are proud of the part we played in realising the team’s vision to make The Angel a unique, world-class food destination known and loved by gourmets both in Yorkshire and far beyond.