Case study · Restaurants
Grupo Lancaster: since 2010, the agency behind its restaurants, beach bars and beach clubs on the Barcelona coast, from the brands to the menus, social media, website and video
Since 2010, the agency behind a family of restaurants on the Barcelona coast.
- Client
- Grupo Lancaster
- Period
- Since 2010
- Services
- Brands, menus, social media, web and video
- Studio
- Mariona Agency, Barcelona
01The family
Eight seafront venues. One agency.
Grupo Lancaster brings together restaurants, beach bars and beach clubs on the Barcelona coast, from Sitges to Viladecans, with one idea in common: a passion for food. Since 2010, Mariona Agency, the strategic and creative agency from Barcelona, has created five of its brands and designed, week after week, everything each venue needs to open its doors, fill its tables and make itself heard.
First, one-off projects. Then a monthly retainer for the design of every venue, and another for their social media: menus, set menus, signage, uniforms, packaging, billboards, web, photography and video.
- +1,500Projects for the group
- 8Restaurants, beach bars and beach clubs
- 5Brands: CBC, Embarcadero, TO-GO, Mamut and La Xancla
- +380Weekly menus, one by one
The coast
From Sitges to Viladecans.
Sitges
Castelldefels
Gavà
Viladecans
- La Xancla Beach bar · Sitges
-
Embarcadero Restaurant · Castelldefels
-
CBC Beach club · Castelldefels
-
CBC Chiringuito Beach bar · Castelldefels
-
Carita Morena Beach bar · Castelldefels
-
Lancaster Restaurant · Gavà
-
Mamut Beach club · Viladecans
-
El Mosquito Beach bar · Viladecans
02A day on the coast
From ten in the morning until one at night.
A beach club lives several lives in a single day: breakfast, the vermouth hour, lunch, the afternoon by the pool, sunset, dinner and the party. Each moment, with its own audience and its own message. The videos on this page come from Mariona Agency’s work for the group.
10:00
The beach
The first sun loungers of the day, with the venue’s name on the parasols and on the loungers.
13:00
The vermouth hour
Time for a vermouth, with its own menu, social media campaign and video.
14:30
The table
Rice dishes, fish and market cuisine. Seasonal menus and a new set menu every week.
18:00
The pool
The afternoon by the water, with its pool rules, signage and social media stories.
20:30
The sunset
The most sought-after light of the day, the light that fills every venue’s photos, videos and social media.
22:00
The embers
At Mamut, meat is cooked as a ritual, around the fire.
01:00
The night
And the beach club becomes a club: every party with its own name, poster, photo wall and video.
03Eight characters
Each venue, its own character. All of them, one family.
Each venue has its own audience, its own menu and its own way of speaking. The job was to make sure no two were alike and that all of them were recognisable as one family: the same care, the same quality and the group’s seal in the corner of every piece.
Five of the brands were created by Mariona Agency: CBC, Embarcadero, TO-GO, Mamut and La Xancla, a beach bar in Sitges.
01 / 08 · Brand by Mariona Agency
CBC
Castelldefels · Beach club
Elegant and Mediterranean: a logo made of pebbles, photography full of white light and the sea in the background.
02 / 08
CBC Chiringuito
Castelldefels · Beach bar
The CBC’s laid-back brother: blue watercolour, a pineapple in sunglasses and a fish with legs.
03 / 08
Carita Morena
Castelldefels · Beach bar
Wood, sun and that familiar little face: on the bar, on the menu and on the sand.
04 / 08
El Mosquito
Viladecans · Beach bar
Beach-bar humour: lemons, cherries and a mosquito raising a glass.
05 / 08 · Brand by Mariona Agency
Embarcadero
Castelldefels · Restaurant
Rice dishes, the sea and a calm voice: Embarcaday at lunchtime, Embarcacena in the evening.
06 / 08
Lancaster
Gavà · Restaurant
The menu of the day, every day: pale wood, drawings of the sea and market cuisine.
07 / 08 · Brand by Mariona Agency
Mamut
Viladecans · Beach club
Cave paintings, fire and a mammoth at the door: meat as a ritual.
08 / 08 · Brand by Mariona Agency
TO-GO
Delivery and takeaway
Kraft board and black lettering: the group’s cooking, to take home.
A feed for every venue.
Each profile with its own palette, light and rhythm: the feed was recognisable before you read the name.
04The table
Every week, a new menu.
Seasonal menus in Catalan, Spanish, English and Russian, with their covers; group, Christmas and wedding menus; and the weekly menu at Lancaster, the CBC and Embarcadero, posted on social media day by day. Almost four hundred of them, one by one.
And, for social media, short cooking and cocktail videos filmed at the venues themselves.
Menus, set menus and short videos
05TO-GO
When the tables closed, the kitchen went out into the streets.
With the restaurants closed, the group took its cooking to its customers’ homes. Mariona Agency created TO-GO in a matter of weeks: the brand, the menu and a website adapted for ordering. Then came the bags, the stickers, the short videos and the stories that reminded people every afternoon that, tonight, they could have dinner just as they would at the restaurant.
- 01The brand: TO-GO, delivery & take away.
- 02The menu, first as a leaflet.
- 03Then as a tri-fold.
- 04Another tri-fold, and the website, always up to date.
06The night
At night, the beach club is a club.
Halloween, the end of summer, nineties nights, the team party: every night with its own name, look, poster, photo wall and video for social media.
07The film
The group, in three minutes.
Grupo Lancaster’s corporate video: its venues, its cooking and its coastline, from the drone to the table. And one each for the CBC, Embarcadero and Mamut.
08And everything else
Signs, vinyl graphics and wayfinding, front-of-house uniforms, bags, cutlery sleeves and takeaway paper, billboards on the motorway, brochures for weddings and venue hire, the group’s website and its campaigns, photography of dishes and spaces, Christmas greetings and the cards for every venue.
The coast, told venue by venue.
The project
The challenge
A group with many venues needed each one to have its own character and all of them to add up to one family. And an agency able to respond every week: menus, seasons, campaigns and parties.
The approach
One agency for every venue, with a monthly retainer for design and another for communication. Five new brands (CBC, Embarcadero, TO-GO, Mamut and La Xancla) and the day-to-day of them all, from the menu to social media, the website and video.
The result
More than 1,500 projects. Venues recognisable in their own right, and one family recognisable in all of them, with the same passion for food.
- Client
- Grupo Lancaster
- Sector
- Restaurants and leisure
- Location
- Castelldefels, Gavà, Viladecans and Sitges (Barcelona)
- Period
- Since 2010
- Services
- Naming and brand identity, menus and set menus, signage, uniforms and packaging, social media and digital advertising, web, photography, video and event promotion
- Agency
- Mariona Agency, Barcelona
Frequently asked questions
What has Mariona Agency done for Grupo Lancaster?
Since 2010, Mariona Agency, the strategic and creative agency from Barcelona, has created the identities of CBC, Embarcadero, TO-GO, Mamut and La Xancla and, through monthly design and communication retainers, has produced menus, set menus, signage, uniforms, packaging, social media, digital advertising, web, photography and video for its restaurants. More than 1,500 projects.
Which restaurants are part of Grupo Lancaster?
Restaurants, beach bars and beach clubs on the Barcelona coast. Among them: CBC Casanova Beach Club, CBC Chiringuito, Carita Morena and Embarcadero in Castelldefels; Lancaster in Gavà; Mamut Beach Club and El Mosquito in Viladecans; and La Xancla in Sitges.
What is TO-GO?
Grupo Lancaster’s delivery and takeaway brand. Mariona Agency created it in a matter of weeks, while the restaurants were closed: identity, a menu in three stages, a website adapted for ordering, bags, stickers, short videos and social media.
How do you manage the identity of a group with many brands?
By giving each venue its own character (name, colour, typography, illustration and tone) and a common thread that ties them together. At Grupo Lancaster, that thread is the group’s seal on every piece, one way of photographing the food and the same quality in everything, from the menu of the day to the website.
