CHALLENGE NEOS Hospitality wanted to reinvent the former Proud Mary concept, creating a more distinctive and scalable pub brand that could better reflect the energy, personality and social culture of its target audience while standing apart in a crowded market.
POWER OF HOSPITALITY THINKING™ The best pubs aren't defined by what they serve, but by how they make people feel. Inspired by the confidence, humour and sociability of Glasgow pub culture, we developed a bold new brand proposition, visual identity and tone of voice that balanced familiarity with individuality. Every touchpoint was designed to create a venue that felt welcoming, memorable and full of character.
OUTCOME Bonnie Rogues transformed the former Proud Mary concept into a distinctive new pub brand, creating a clear point of difference in the market and a platform for future growth.
Giving bonnie her moment
Bonnie's visual language
Consistently good craic
12% revenue growth
NEOS Hospitality reported 12% revenue growth across its party bar portfolio, providing the confidence to invest in the expansion of Bonnie Rogues.