Donnelly Group Rebrands As Freehouse Collective

Coming out of the pandemic there was an opportunity to refresh and reposition the hospitality business of Donnelly Group, away from it's other business arms, setting a clear mission and identity that would provide a north star to guide and inspire the people who are the backbone of the company. The identity fuses two ideas, the "Free House" as a nod to pub history when publicans staked independence from brewery influence, free to focus on personalized guest experiences, and "Collective", to reflect the diverse and independent hospitality brands energized by a team of passionate, service-driven people.

More than simply a change of name, this evolution was meant to speak to and spark new concepts and create indelible guest experiences. These additional revenue streams included first-party delivery, third-party delivery, a grocery business, and a rewards program.