Cut-off number "100" in gray on a white background.

100 Wardour St, London

100 Wardour St is a venue with a rich history. Once the site of the iconic Marquee Club in the 1960s, it hosted legendary performances by acts like The Rolling Stones and David Bowie. Today, it features a ground-floor lounge for casual dining and cocktails, and a basement restaurant offering live music and DJ performances, blending chic interiors with Soho’s creative energy. Its legacy as a cultural hotspot makes it a landmark in London’s nightlife and entertainment scene. We were tasked with creating an identity for the venue that communicated its daytime and evening offers, linking both to a cohesive and compelling master brand identity.

RESTAURANT BRAND IDENTITY
ART DIRECTION
DESIGN FOR PRINT

Logo of 100 Wardour St with stylized text on a textured background.
Interior of a modern bar with a long counter, various liquor bottles displayed, stools, and seating area with tables and chairs.
Stack of business cards with orange edges and a white card on top featuring "100" printed in orange and gray on a neutral background.

The creative solution centres on the concept of duality. The venue is split into two clear spaces, upstairs and downstairs and each needed to have its own voice, with the basement area predominantly being used in the evenings. Soho is renowned for its historic ‘Red Light’ district, characterized by vibrant neon lights, which inspired our creative direction. We designed custom neon signage to represent each floor: ‘off’ for the upstairs lounge and ‘on’ for the downstairs basement. This visual became central to the venue’s identity, serving as a backdrop and influencing key assets like the logo, which was designed to reflect the same split between the two spaces.

Close-up of clear glass neon tubes with black connectors on a white background, arranged in a decorative pattern.
Close-up of orange neon light tubing creating abstract shapes.
Cozy lounge area with neon sign, patterned couch, lamp, and potted plant.
Stack of business cards with neon design on top card, featuring orange and black colors on a beige background.
Stationery layout for 100 Wardour Street including business cards, brochures, and invitations, featuring modern abstract design with orange and gray colors.
Elegant dining area with tables and chairs, warm lighting, abstract paintings on the walls, and decorative pillows. The room features wood flooring and a cozy atmosphere.
Flat lay of restaurant menus, black and orange branding, cocktail with orange slices on a gray background.
Luxurious restaurant interior with elegant booths, orange drapery, plush seating, wooden floors, and tables set with glasses and ice buckets.
Restaurant menus with neon light background
A textured menu for "100 Wardour St Lounge" featuring sections for breakfast, eggs, tea, coffee, freshly squeezed juices, and smoothies. The layout includes various breakfast options and beverage lists with prices.

The logo, designed to split into two halves, reflects the distinct nature of the venue’s spaces. In communications, the top half is used for upstairs, while the bottom half represents downstairs, with the two elements coming together in wider messaging for a cohesive identity. Headline typography takes inspiration from stencil-sprayed and painted lettering, subtly nodding to the venue’s central London roots. Paper stocks were carefully chosen to differentiate the spaces further, reinforcing the venue’s duality. The overall design pays homage to Soho’s vibrant past while creating a brand identity that feels contemporary and well suited for the 21st century.