Bentalls rebrand & wayfinding

Restaurant branding, customer journey mapping and signage, food packaging, guidelines and in-store POS for the Centreview Restaurant, Bentalls.

Review of customer journey and brand leads to c22% YoY uplift in sales.


Bentalls department store had been at the heart of Kingston-upon-Thames community in London since 1867. Bentalls is also part of the wider Fenwicks group of stores. As a long-standing fixture of the local retail scene, the restaurant within Bentalls was beginning to look and feel a little tired. It had lost its competitive edge in comparison to the more contemporary restaurant concessions within the Bentalls store environment (such as Carluccio’s, Krispy Kreme, Satori and Café Nero and Satori).


Bonfire conducted a detailed onsite analysis of the existing retail environment and customer journey within the store and shopping centre, including all key routes and car park. A new food offering was also being created to relaunch the restaurant, which would be an extremely important factor in the repositioning of the refreshed brand, packaging, wayfinding and communications.
The execution of the new branding for the Bentalls Centreview Restaurant delivered a stylish, contemporary, high-status brand and communicated the excellent food quality and service that customers could enjoy. The scope of delivery included restaurant branding, food packaging, staff uniforms, signage and wayfinding covering approximately 150 communication points around the store, the wider Bentall's Centre and surrounding buildings and car parks.
A detailed mobilisation document, with artwork templates, and photography brief was produced to aid consistent application post-installation by Bentall's in-house studio.


An initial comparison of monthly, year-on-year sales for the first two months of trading demonstrated the immediate impact of the new brand and its implementation across the department store and shopping centre.

Customer orientation and navigation from all points became far easier. The quality of the food offering at Centreview is now much clearer and enticing, allowing the restaurant to compete effectively with higher profile restaurant concessions within the store. Now, when customers arrive at the third-floor restaurant their expectations of brand experience and satisfaction are enriched.

Another noted area of measurable success has been through customer feedback. After the relaunch, previously negative customer feedback was turned around to overwhelmingly positive.

I love the new branding – as does everyone who comes into contact with it. The customer journey to the restaurant is now much clearer, inviting and supports the ethos of delicious food great service and a relaxing environment.

Catering Manager, Bentalls