Founded in 2015, Smith & Gertrude was born out of a passion for great wine and great cheese. Situated in the ever-fashionable Stockbridge area of Edinburgh, Smith & Gertrude offers a relaxed haven away from the bustle of city life. Customers, many of whom are regulars, pop in for a glass of wine and a plate of cheese at any time of the day, or come in for a leisurely weekend lunch and to browse the papers. Partnering with a variety of local businesses, Smith & Gertrude keep things simple and use only the highest quality produce. The team also run a bustling calendar of events, which encompasses everything from wine tastings to live music nights and cheese and wine bookclubs.
The founders, Amy and Duncan, approached us to redesign one of their menus, create premium gift vouchers and overhaul their website.
Smith & Gertrude’s visual identity is charming and characterful, but it hadn’t been properly implemented across the various touchpoints of the business. We were tasked with taking all of its components—the colours, the fonts, the logo assets—and setting rules for their application across various collateral and the website.
We started with the A5 food menu, which sits atop a large wine list. We utilised the brand’s typefaces and created a series of guidelines for their use. These rules weren’t frivolous—they were key to ensuring that the customer understood exactly what Smith & Gertrude provided, and how their offerings were structured.
We supplied our newly formed layout as an editable file, which allows the team to make amends, as and when required. After achieving maximum legibility in the layout, we turned our attention to the paper stock.
Amy and Duncan both wanted something affordable, but something better than what they were previously working with. We consulted various paper stocks in order to find one that felt good in our hands, and blended seamlessly with the interior. We didn’t want the crassness afforded by brilliant white paper, nor did we want something dull and lifeless. We settled on Cloud from Arjowiggins’ Pop’Set collection. It’s a soft, chalky shade of white that sits beautifully atop the wooden tables.
After creating guidelines for typefaces, we moved on to create a premium gift voucher. We digitised the gift voucher, allowing it to be purchased online, as well as in-store. Its print equivalent is a thing of beauty. With its shimmering highlights, the silver foil sparks excitement. The specially selected paper, G.F Smith’s Imperial Blue from their Colorplan range, makes the foil blocking even crisper. Each gift voucher comes with a pale grey envelope.
There were two essential additions that had to be made to the redesigned website. First, we had to digitise gift vouchers. Second, we had to install a booking system for events. Up until now, these were organised over the phone. Difficult to track and a hassle to coordinate, we were able to streamline these activities into one channel, which freed up masses of time that is now spent on other areas of the business.
The previous website didn’t showcase the visual identity to its full potential. Devoid of the fonts specified by the original designer and lacking any immersive insight into Smith & Gertrude’s offerings, the previous website was no longer meeting the needs of the business.
Amy, Duncan and the team were seeking a special and premium user experience, which translated across all devices. We designed a website that thoroughly presented what Smith & Gertrude is, and successfully manage customers’ expectations by listing special events and activities alongside what to expect on the average day-to-day.
We future-proofed the website by enabling various functionalities, such as e-commerce. Though Smith & Gertrude has no plans to sell online at this moment in time, the capability is there for when they do. The redesigned website also enables Amy, Duncan and the team to communicate directly with their customers through the in-built email marketing service.
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