Full service creative agency Black Pig Ltd is proud to announce the official launch of Alimentum, the new fine dining experience, underpinned by strong ethical values, which opened in Cambridge on 6th July 2007. Black Pig provided the inspirational design consultancy and sophisticated brand development for the positioning of the restaurant.

The owner of Alimentum and restaurateur, John Hudgell, challenged Black Pig to create a brand which encapsulated his passion for food and his commitment to running a high-end restaurant serving the finest modern French cuisine produced with quality ingredients, sourced from ethical suppliers.

Black Pig’s inspiration for the brand development was to evoke the customer’s five senses throughout their Alimentum ‘experience’. Focusing on simple yet stylish lines, and John’s desire to incorporate art deco influences with a modern twist, the new marque was created to reflect classical and contemporary elements of the restaurant. For the colour palette, Black Pig maintained simplicity through use of black gloss on black matte, white and an indulgent velvet red, all of which have been used throughout the restaurant to create an elegant ambience and accentuate the décor from luxurious fabrics to the stunning chandelier centrepiece.

Black Pig applied the timeless marque to the entire customer journey, from the launch invitation which set the tone of sophistication, to the distinctive quality of the cocktail and restaurant menus which list the succulent dishes and combination of inviting flavours. The discreet bill holder seals the experience with a personalised touch in the form of a message of appreciation from John Hudgell.

As an extension of the brand development, Black Pig also created and built a bespoke blog site for John to enable him to document the progress of the restaurant, whetting the appetite of visitors with detailed updates of European treks to source ethically reared meat, purchases of locally sourced produce and the construction and decorating finishing touches.

John Hudgell, Restaurateur comments:
“I’ve enjoyed my experience immensely with Black Pig. It has been refreshing to work with forward thinking people with a can do attitude, and I now consider Black Pig to be an essential addition to the management team.”

To ensure that the Alimentum brand was swiftly established in and around the Cambridge area, it has been used predominantly on all recruitment advertising and signage in the lead up to the launch. The distinct new awnings produced by Black Pig have ensured that Alimentum now physically stands out from the multitude of chain restaurants within the vicinity as a beacon of good taste and a premium dining experience.

Steve Creamer, Creative Director at Black Pig comments:
“The Alimentum brand reflects the high quality and integrity of the restaurant of which there is little of comparison in Cambridge. Throughout the brand development process, simplicity and sophistication remained paramount in our decisions and by applying it creatively and consistently across all marketing collateral and promotional items we hope to quickly establish the brand in the region.

Note to Editors
For further information please contact:
Black Pig
Steve George, Marketing Communications Executive
Tel: 01763 222 333 or 0207 0606 333
Mobile: 07941111016
Email: steve.george@blackpig.co.uk

About Black Pig
Black Pig is one of the UK’s top 100 award-winning full service creative agencies with offices in Royston, Hertfordshire and Soho, London. It has proven in-house capabilities in branding communications, design, new media and public relations. The company’s creative and integrated approach to marketing delivers significant return on investment for its clients. Established in 1996 and employing 30 people, Black Pig delivers brand promises for clients such as HSBC, NHS, Price Bailey, Trading Standards, PMI Worldwide (Aladdin & Stanley), Arts Council, Haden Young and the University of Cambridge.

Published on: 12:00AM on 11th July 2007