The Kirkmichael Arms
In the heart of Scotland - The playground of Robert The Bruce. A land of Lions, Legacy and Heritage. Of poets and Kings.
Illustration, web design and development, photography, SEO campaign. Storytelling and brand narrative.
Scotland's best pub, awarded by the Scran Awards and Michelin Listed.
Chef and owner Justin Galea took on the Kirkmichael Arms sight unseen. It's that passion and belief that brings the reopened Kirkmichael Arms its strong sense of identity and determination to be a place for - and a part of - everything that is best about Scotland: its artisans and farmers, craftsmanship and creativity, simplicity and sincerity, natural wilderness and friendliness. The vision is a pub where you can take pride and pleasure in everything from a single drink to a simple meal to the dinner of a lifetime.
What we delivered
- 01All illustrations and storytelling
- 02Web design and build
- 03Photography
- 04SEO Campaign
What We Did
The Kirkmichael Arms, run by its chef and owner Justin Galea, is a gastro pub in the heart of rural Scotland, celebrated for its Michelin-listed status and commitment to artisanal cuisine. Set in the village of Kirkmichael in Ayrshire, it draws inspiration from Scotland's wild landscapes, offering a menu that highlights locally sourced ingredients, traditional flavours, and innovative twists.
As a historic venue with roots tracing back centuries, The Kirkmichael Arms sought to modernise its brand identity, increase online visibility, while preserving its authentic Scottish heritage.
In 2025, The Kirkmichael Arms partnered with us as we specialise in branding for high-end hospitality. The goal was a comprehensive rebrand that would capture the essence of Scottish folklore, nature, and culinary artistry, ultimately driving greater visibility and engagement.
We adopted a holistic strategy centered on storytelling, innovation, and authenticity. Drawing from the legendary tale of Robert the Bruce – the Scottish king whose perseverance is symbolised by a spider's web but reimagined through a set of majestic lion illustrations – we crafted a narrative that embodied resilience, heritage, and untamed spirit. This theme permeated every aspect of the rebrand, creating a cohesive identity that resonates with the pub's ethos.
Illustration and Visual Identity.
The core of the creative work revolved around bespoke illustrations inspired by Robert the Bruce's story. We designed a custom lion emblem as the brand's centerpiece, symbolizing strength and Scottish pride. The color palette drew from Scotland's natural hues – deep greens of the highlands, warm ambers of whisky, and earthy tones of foraged ingredients – ensuring a visually striking yet timeless aesthetic.
Storytelling Through Photography.
To capture the raw beauty and authenticity of The Kirkmichael Arms, we conducted a three-day photography session across Ayrshire's wild terrains. Our team documented:
- Dramatic landscapes featuring deer shoots, lobster fishing, salt mines, in the highlands, emphasising the pub's connection to sustainable hunting and game dishes.
- Foraging expeditions for wild mushrooms and herbs, highlighting the artisanal sourcing process.
- Whisky tastings and pairings, showcasing partnerships with local distilleries.
- Culinary preparations that celebrated artisanal food, from farm-to-table ingredients to Michelin-worthy presentations.
Over 500 high-resolution images were produced, focusing on natural light, elemental matter, textures, and the raw wilderness for which Scotland is famous. These assets were used across the website, social media, and print materials, creating an emotional pull that invites guests to experience Scotland's untamed allure.
A website built around the story.
We designed and built a website that takes visitors into the world of The Kirkmichael Arms, with the lions and the Robert the Bruce story running through it. Key features included:
- Interactive storytelling modules where users could explore the Robert the Bruce narrative through illustrations and historical anecdotes.
- Integrated booking systems and dynamic menus that update in real-time based on seasonal ingredients.
- Responsive design, so travellers can plan a visit easily on a phone.
This web build not only enhanced user engagement but also served as a digital gateway to the pub's physical experiences.
Results and impact.
The rebrand has transformed The Kirkmichael Arms into a vibrant, story-driven, art centric entity that stands out in the competitive gastro pub landscape. Early metrics post-launch include:
- A 45% increase in website traffic within the first three months, driven by the new website and SEO work.
- Enhanced social media engagement, with photographic-based posts garnering 30% more interactions than previous content.
- Positive feedback from guests, who praised the lion illustrations and photography for evoking a deeper appreciation of Scottish heritage.
- Improved booking rates, particularly from international visitors drawn to the pub's narrative of wild adventures and artisanal cuisine.
“The Place Beyond’s professionalism, creativity, and attention to detail gave us a brand that truly reflects who we are. From illustrations and web work to photography of our dishes and the warmth of our Ayrshire pub, everything was carefully crafted and lifted our presence online. We’re thrilled with the outcome and would recommend them to anyone redefining their identity.”
