New identity for LMA PR points to its specialism in food and drink

If you’re going to represent emerging food and drink brands and independent restaurants, why not have an identity that reflects that sector? We find out more about Cluny Studio’s brand overhaul for the London PR agency.

There are many clever ways to align yourself with the sector you’re trying to win clients from, and a brand identity is just one of them. For LMA PR, a relatively new public relations firm based in London, it wanted to appeal to its core target market: food and drink. So it called on the creative talents of Cluny Studio to help refine its look and feel, pitching itself as though it might be a new restaurant or drinks product itself.

Cluny took cues from the sector to achieve its goal, crafting a new identity that nods to the world of cool product launches and champagne-toasted openings with all its appetising typography and colours. We’re talking restaurant menus, café culture, and retro bill receipts—all acting as inspiration and the backdrop to LMA PR’s overhaul.

The work matches the energy and deliberately disruptive nature of LMA PR, founded in 2021 by Lauren Auty to “shake up” marketing communications for food and drink. It centres around a punchy 1970s Italian-inspired typeface and logo, a vivid colour palette of red, cream, slightly warm black/brown (if we’re not mistaken), and a sleek new website.

New identity for LMA PR points to its specialism in food and drink

The logo itself, set in a heavy serif font, comes with a clever twist on the registered trademark symbol, with features ‘PR’ rather than your usual ‘TM’ or ‘R’. The tagline ‘Serving Up Headlines’ is a playful reference to serving food in a restaurant or drinks in a bar while hitting home how LMA PR can get its clients media coverage to help boost their reputations. And this fun continues on the agency’s website, which includes ‘Let us bring your story to the table’ in its appealing footer.

Accompanying the new identity is an updated suite of brand photography, which perfectly matches the clients the agency champions. Allday Goods, Botivo, Bangers, Dough Hands, Northern Pasta Co., Wednesday’s Domaine—they’re all dripping with independent style and creativity.

There’s also a detailed brand identity rulebook, social media strategy, and out-of-home poster campaigns. These are all designed to highlight the agency’s mission of “championing the best in food and drink with style and energy”.

Having a sneak peek at LMA PR’s social media accounts (interestingly, they seem to be on just Instagram and LinkedIn), the playfulness continues. This is an incredibly savvy team that understands its target market brilliantly and is making solid ground in a hugely competitive, fast-moving sector. The relaunch marks an exciting new chapter for the company.

“LMA 2.0 is finally here, and it feels just right,” says Auty. “We believe in representing brands we truly believe in—restaurants we’d visit, brands we’d buy, and drinks we’d shout about. Cluny Studio has nailed it, crafting a brand identity that perfectly captures who we are at our core.”