Vertical rows of black rectangles along the left and right edges on a white background.

25 Paul Street

25 Paul Street is a bar in the heart of Shoreditch, East London. Originally built as a townhouse over a century ago, the address once housed a leading bullion trader before evolving into a the playful and immersive venue it is today. We were briefed to create an extroverted but sophisticated brand identity that would help the venue communicate externally what it’s all about internally; extravagant nights that feed the soul, where everyone is welcome to join the party in their own unique way.  

BAR BRAND POSITIONING
BAR BRAND IDENTITY
BRAND GUIDELINES
DESIGN FOR PRINT
SIGNAGE

Red background with stylized black text "25" and "PAUL ST" beneath.
Close-up of a hand holding a large clear ice cube with etched patterns against a dark background.

Brand positioning for a bar in Shoreditch, one of London’s most competitive nightlife hubs, was a crucial element of this project. Defining the venue’s identity became the launchpad for the creative direction that followed. 25 is somewhere you can be you, even if being you means becoming someone else entirely. Our creative would invite guests to cross the threshold into a kaleidoscope of absolute freedom where staff and guests alike are liberated from the everyday and welcomed into a world of glamour, sophistication and what could be.

Interior of a dimly lit bar with orange and red lighting, featuring a disco ball on the ceiling, abstract wall art, round tables with stools, and a stocked bar in the background. A person standing by the tables.
Several matchboxes with black and white striped patterns on a red background.
Floating blue notebook with logo against purple background
Two colorful business cards on blue and pink background, one red with contact details, the other green with a geometric and black pattern design.
Crowded nightclub with a DJ playing music in a booth, surrounded by people dancing under red lighting.
Bar drinks menu by London bar and restaurant branding agency
Creative bar branding and logo design for modern venues
Branding for London bar and restaurant by restaurant branding agency
Coaster design for London nightclub by restaurant branding agency

Bold primary colours were selected to make a striking statement, inspired by the venue’s interior lighting and broader colour palette. These vibrant hues are contrasted by dynamic black-and-white patterns, drawing inspiration from Bridget Riley’s iconic artwork, while also referencing the venue’s unique projection mapping and the striking monochrome bathroom tiles. The striped logo further echoes these design elements, and its form is intentionally aligned with the archway of the exterior brickwork above the main entrance. This seamless integration of visual cues from both the interior and exterior creates a cohesive, immersive identity that reflects the venue’s bold character and dynamic atmosphere.