A PLACE TO CONNECT

Chef Will Lloyd-Baker had spent his career honing his skills in Michelin starred restaurants and prestigious hotels in London. When the opportunity to take on the historic Foston's Ash Inn in Gloucestershire came up he jumped at the chance to take all of his knowledge back to the county where he grew up. This would be the setting to connect and reconnect. Produce and beers would be sourced locally and the kitchen would be in open view of the customers encouraging understanding and connection to produce and process.

N.B. The pub’s namesake was an infamous rogue who rode through the lanes late in the 18th century! Foston, who disliked paying tolls, would leap the ash tree tollgate on horseback to avoid the fee. Such was Foston’s gaul and notoriety that the building’s name has commemorated his antics ever since.

Our identity was driven by our simple strategy: A Place to Connect. The crafted logo nods to the typographic history of the building, connecting it with its past but also timeless enough to last well into the future. Hand written notations, like those added to recipe books or notebooks, create an intimacy and connection between chef and customer. These notes also create a feeling of experimentation and creativity, a key reason that the pub was started. The pub setting is both the Chef's stage and his workshop.