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The Challenge:
How do you turn a standard F&B brief into a nostalgic guest experience?
Tasked with branding a ‘Hot Chocolate Factory’ for Drayton Manor’s 2024 Christmas event, I saw an opportunity to go beyond the initial brief. Instead of a traditional factory aesthetic, I proposed a concept that paid homage to the park’s retired attractions through the menu itself – transforming a simple catering request into a high-engagement storytelling moment.
The Concept:
I conceptualised a series of imaginative drink concepts and accompanying posters, where each recipe served as a ‘nod’ to a legacy ride. By blending creative writing with playful design, the goal was to add a layer of world building to the event. I focused on architecting a visual identity that felt like a bridge between the park's history and its future.
The Experience:
While the creative direction eventually shifted and these concepts were shelved, this remains a significant study in how a creative can inject a standard brief with narrative heart and heritage. It proved that through experience engineering, we can create a warming feeling of nostalgia that resonates with guests on an emotional level, turning a simple transaction into an unforgettable memory.
Collaboration with The Business Creative for Drayton Manor.
< Back
How do you turn a standard F&B brief into a nostalgic guest experience?
Tasked with branding a ‘Hot Chocolate Factory’ for Drayton Manor’s 2024 Christmas event, I saw an opportunity to go beyond the initial brief. Instead of a traditional factory aesthetic, I proposed a concept that paid homage to the park’s retired attractions through the menu itself – transforming a simple catering request into a high-engagement storytelling moment.
The Concept:
I conceptualised a series of imaginative drink concepts and accompanying posters, where each recipe served as a ‘nod’ to a legacy ride. By blending creative writing with playful design, the goal was to add a layer of world building to the event. I focused on architecting a visual identity that felt like a bridge between the park's history and its future.
The Experience:
While the creative direction eventually shifted and these concepts were shelved, this remains a significant study in how a creative can inject a standard brief with narrative heart and heritage. It proved that through experience engineering, we can create a warming feeling of nostalgia that resonates with guests on an emotional level, turning a simple transaction into an unforgettable memory.
Collaboration with The Business Creative for Drayton Manor.
< Back