One of the key revenue earners for Tate Galleries is catering for visitors, the profits of which help to fund the organisation. Working within the brand guidelines, we developed a Tate Catering sub-brand, redesigning all the catering graphics, from menus and wine lists to placemats, coffee cups and even advertisements.

The scheme extends to each of the four galleries nationally — positioning restaurants, cafés, bars, kiosks and members' rooms according to their clientele. The idea is to create a 'window' on the art — something each gallery holds as unique. Since its launch, footfall has increased to over a million visitors a month — catering made more profitable by developing a distinctive sub-brand which emphasises the uniqueness of the parent brand.