The Alliance of Independent Restaurants (AIR) was forged by the coming together of a group of successful entrepreneurial London-based restaurant owners who recognised the power of 'community'. Their ambition immediately resonated with us and we saw the wider value in what they were looking to achieve – So-much-so that we partnered with AIR’s founders to create a high-end identity reflective of their ethos, which teased out the familiar, raw, unrefined-nature of kitchen-life that would directly connect with independent restaurant owners.
AIR's mission is to bring together like-minded independent restaurant members who, as a community, have a louder voice and greater buying power with suppliers, especially when facing the challenges of high street chains. The language we use to accompany the visual approach is assertive, proud, defiant, and a battle-cry to stir the blood of would-be members.
Launched in March 2016, AIR continues to go from strength-to-strength, attracting ever-larger numbers to their quarterly events, and acts as a shining light within the hospitality industry.