Presenting The Roses as a home for entertainment, with a vibrant new brand.
The Roses is an independent theatre and cinema in the historic market town of Tewksbury. Having weathered the storm of the pandemic, they needed to reconnect people with the joy and excitement of a good night out and assert their position as the town’s cultural centrepiece. Being no stranger to bringing the arts and culture to life, Cafeteria created a vibrant new brand that helped The Roses rediscover their confidence to show audiences old and new that The Roses is a place ‘Where entertainment blooms!’.
Known for its broad range of live entertainment, music, film and events, The Roses promises something for everyone when they walk through its doors. We channelled this eclectic offer into the proud and welcoming brand proposition: ‘Home to a world of possibilities’. This idea defines The Roses as a place to be entertained; a place to create, innovate, learn, grow and flourish; and after so much time apart, it is a place to be together.
When exploring the brand identity, we recognised that the old logo — whilst dated — still had some equity amongst their regular audience. Rather than completely replace it, we looked to bring the logo back to life by crafting a mark that presents The Roses as a thriving, high-quality destination for entertainment and community participation. A new rose bloomed and shaped a wider identity that connects with new and younger audiences without alienating their loyal patrons.
The brand launched at the end of 2022, alongside the newly designed season guide — highlighting an expanded cinema offer and youth theatre group. We will be continuing our work with The Roses throughout 2023 with a full delivery of the brand across their print, digital and interior communications.
