A joint venture between restauranteur Tony McKinlay and traditional Devon farmer Barney Butterfield; we were approached to develop a honest and unique brand to launch this central London bar and restaurant. Barney’s ‘gate to plate’ ethos would ensure fresh, organic and sustainable produce as the backbone to the offering.
That said, this ethos alone didn’t create anything unique from which the brand could speak volumes in the super competitive London dining landscape. Rather we all agreed the strategy for the brand could subtly reference such qualities; but given the fairly high-end positioning, a more immediately engaging identity might help draw in the crowds.
Our eyes turned to the building. The archway under platform 1 of London Bridge station (formerly a lap-dancing club!) is the oldest of the London railway termini and one of the oldest stations in the world. We explored the design of London transport systems; the black and white gloss brickwork, the humanist typefaces synonymous with the tube networks and railways of London. It would be the perfect and unique fit for the space; honest and fresh.
One of the requirements from day one was that the menu needed to change regularly (sometimes as much as twice a day) to make best use of the incoming produce, so we developed a design system the team could update independently.
The launch event was typical London affair, with models, celebrities and paparazzi making an appearance. The canapes set the standard for the food to follow and the cocktails from the accomplished bar staff are some of the best I’d tasted in London.
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