Combining a rebrand with a new interior design

Crate47’s rebranding of The Lime Kiln addressed the client’s wish for a new business name and visual identity while still celebrating the distinct uniqueness of the clifftop café in Sidmouth, South Devon. With the location being a local landmark, we thought it important to include it within the branding. The place is instantly recognisable in our contemporary logo design which combines the features of the castellated building itself with the historic wooden steps of Jacob’s Ladder leading to the beach below. With its simplified linear illustration set within a frame, shaped like the café’s arched windows, the brand is clearly modern while being evocative of times gone by. With Crate47 setting the tone with the rebrand, our parent company Liqui worked on a complimentary cafe design that reflects its surroundings with a calm, beach-inspired interior.


The Lime Kiln




Brand Strategy
Brand Naming
Logo Design
Print Design
Website Design



Branding is all in the detail.

Branding is all about the details and not just the creation of a good logo design. Our rebranding strategy for The Lime Kiln café led us to develop its new name and several brand elements that could be used in an assortment of ways throughout the brand implementation. For example, the written logo and the illustrated marque can be used either together or independently of each other.

To offer further variety, we extracted a small section of stylised waves from the bottom right-hand corner of the illustration to create a brand pattern design when repeated. We also developed a colour palette of terracotta with a muted sea green that has a resonance with the café’s surroundings.

Pantone® 720 C
C00 M20 Y34 K16

Pantone® 5493 C
C16 M00 Y03 K36

Print and website design were key to the brand activation.

Bringing a brand to life relies on a coordinated brand activation of several essentials. The Lime Kiln’s print design included a comprehensive number of items such as stationery, menus, takeaway cups, and paper bags, together with branded clothing. The brand elements we developed were used for these in a variety of ways. For example, in addition to being integrated into the print on most of the items, the wavy pattern design was also embossed onto the business cards. This gave them a sophisticated look that subtly elevates the brand by conveying the impression of quality.

In addition to our graphic design for print, we also used the brand elements to enhance our website design. On the home page, the illustrated marque has been used independently of the written logo. Centrally placed, it instantly draws visitors in; showing the landmark location set against a shining sun. Through these different means the rebranding came into play; combining our fresh visual identity with the appropriate marketing, the café has been promoted as an entirely new entity.

A new café design that ties in with the rebrand.

With Crate47 working hand in hand with Liqui, it ensured a fusion between the rebranding and the new cafe interior design – with both reflecting The Lime Kiln’s coastal location. This led Liqui to develop the beach theme throughout the cafe interior with a sophisticated take on a surf shack aesthetic combined with the relaxed luxury of the Riviera in its heyday. There’s a predominance of worn painted wood and natural materials enhanced by a muted palette that reflects the surroundings. The various spaces that make up the cafe design are light and airy with some windows looking out to sea while others give a view of the walled garden that surrounds the café.

The greenery is brought inside with an abundance of potted plants that enrich the interior by adding to the sense of calm and understated elegance; which in turn is reflected in the brand. The synergy between interior design and branding that Liqui and Crate47 create by working together offers our clients a fully integrated service.

"Crate47’s rebranding of The Lime Kiln addressed the client’s wish for a new business name and visual identity while still celebrating the distinct uniqueness of the clifftop café in Sidmouth, South Devon."