# Designing a New Face For a Future-Ready Hospitality Tech Brand

> Source: https://layers.studio/work/openr

Hospitality Platform secured £3 million in funding following the rebrand and website launch.






**Year:** 2024

**Client:** Openr

**Industry:** Hospitality

**What We Delivered:** Branding, Web

## Introduction

Openr is a powerful all-in-one platform built to help hospitality businesses run smarter. It brings together key digital tools — like a channel aggregator, ingredient and recipe manager, and menu editor—into one streamlined system powered by a common data model.

Designed with efficiency in mind, Openr helps hospitality operators unlock the full potential of their data and tech stack.

As part of the Azzurri Group, one of the UK's largest and most successful hospitality investment platforms, the Openr was ready to step into the spotlight. They approached us to help them elevate their brand and digital presence to match their ambition — and speak directly to restaurant groups, operators, and stakeholders across the sector.

## Challenge

Openr had a solid product — but needed a brand that felt as intuitive, confident, and well-designed as the tech behind it. Our brief was twofold: refresh the existing identity to better reflect the platform’s value, 
and create a clear, conversion-focused landing page to communicate it.

We started with in-depth research and close collaboration with the Openr team to get under the skin of the brand: its purpose, values, and users. From there, we refined their visual identity — including a logo refresh, modernised colour palette, and cleaner typography. These updates needed to not only improve clarity and consistency, but also bring warmth and personality into a space often dominated by cold, overly technical branding.

With the new identity in place, we translated the brand into a one-page marketing website — a first digital touchpoint that needed to quickly explain what Openr does, who it's for, and why it matters.

## Brand Refresh

Openr approached us with an existing brand and set of guidelines, seeking a rework before establishing an online presence. We explored various ideas, including developing new concepts and refreshing their previous branding. The final outcome was a brand refresh which involved and update to their word mark, colours, font and photography guide.<br>

Firstly, we altered the logo to be all lowercase instead of all uppercase. This change aimed to better represent the welcoming and friendly nature of the hospitality industry, in contrast to the loud and aggressive impression of the previous all-caps logo. Incorporating the overlapping aesthetic we made the gaps more uniform and increased the size so they would be visible at smaller sizes. Next, we reviewed the colours. The client felt their original palette was quite muted but wanted to keep the gradient, envisioning the individual colours representing the products within the platform. We revamped the palette with a new Blueberry Blue and created smoother gradients that blended the colours together seamlessly.<br>

Next, we introduced a new font, Manrope, which complemented the brand while offering versatility for various media applications. Finally, wwe provided recommendations for photography that aligned with the brand's vibrant and friendly aesthetic. Our suggestions included incorporating more images of people to reflect the human-centred nature of the hospitality industry, ensuring that the visuals resonated with the target audience and effectively communicated the brand’s values.<br>

## Web Design

Openr had never had a marketing website to showcase their software, giving us the opportunity to create a new online presence for the brand from scratch. Utilising the fresh set of brand guidelines, we designed a bright and vibrant site that clearly communicated the whys, whats, and hows of the platform. This included creating new graphics to emphasise the problems and solutions, as well as images to showcase the UI elements and functions of the platform. Our overall goal was to encourage visitors to get in touch and learn more about the platform.

## Development

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## Result

The rebrand and landing page gave Openr a digital identity that matched the strength of their product — smart, approachable, and ready for scale. The updated logo and vibrant visuals brought warmth and clarity, while the focused website clearly communicated Openr’s unique value. This strong foundation played a key role in helping the team secure £3 million in investment, building trust with stakeholders and positioning the brand for long-term growth.

## Why It Matters

For fast-growing tech platforms, brand and design are more than surface-level — they’re essential tools for communicating value, attracting the right audiences, and securing buy-in. For Openr, this work helped solidify their place in the hospitality tech space, supported a major investment milestone, and created a platform they can confidently build on.