A BRANDING agency from Dorset was hired to boost the image of an arthouse cinema which promises “no adverts, no popcorn, no talking”.

Poole-based Salad provided the rebrand of the 100-year-old Ultimate Picture Palace (UPP), one of the oldest independent cinemas in the country.

The agency was asked to “evolve” the brand into something sophisticated and instantly recognisable.

The venue, in Oxford, is keen to uphold cinema etiquette, and Salad created a campaign based on its no-nonsense house rules, with the slogan “No Adverts, No Popcorn, No Talking. Know Cinema”.

Tom Jowett, marketing and events manager at the Ultimate Picture Palace, said: “Despite being a well-loved cinematic experience, October saw the opening of a competing arthouse cinema in the local area, putting some pressure on us.

“We worked with Salad to refine our proposition in order to connect with new and existing customers in a more emotive way. And the new brand marque and logotype now feels sharp and modern, without detracting from the cinema’s sense of history and heritage. We’ve even had people asking where they can purchase our new T-shirts so it looks like we’ll be rolling out some new merchandise too.”

He added: “Their initial pitch completely knocked our socks off and made our decision to go with them an incredibly easy one. It was clear that they completely understood the distinctive nature of our business, the challenges we face as an independent cinema, and the need for a brand refresh.”

Gemma Lane, Salad’s account manager for the project, said: “The UPP’s rich history was fundamental to developing the strategic and visual brand.

“With bags of personality, our planning and design teams worked to distill the ‘Cowley Road culture’, an expression of East Oxford cool, into a beautifully effective identity. We’re extremely proud to have contributed to the story of such a prestigious cinema with such brilliant history.”

The venue mixes classic and recent films, with special events to set it apart from mainstream cinemas.