The Board Room,
St Andrews
The Board Room at Seaton House is a unique dining concept that brings theatre, authenticity, and regional flavors to the table—literally. With a playful and social approach to food, it transforms sharing boards into an engaging experience, celebrating local ingredients with flair and fun. Every element, from its storytelling to its communal atmosphere, is designed to surprise and delight.
Working with our sister company, Atalanta, our task was to craft a brand that captures this spirit—playful yet knowledgeable, sophisticated yet approachable. A brand that reflects its engaging dining experience, rich local heritage, and a promise of boards that are anything but boring.
RESTAURANT BRAND POSITIONING
RESTAURANT BRAND IDENTITY DESIGN
TONE OF VOICE
DESIGN FOR PRINT
Our approach focused on capturing the energy and personality of The Board Room—playful, engaging, and deeply rooted in regional authenticity. We created a brand that feels as dynamic as the dining experience itself, blending bold, characterful typography with a rich yet inviting color palette. The identity embraces storytelling, with thoughtful design elements that reinforce the sense of theatre and connection at the heart of the restaurant. From a distinctive key asset to witty messaging, every touchpoint was crafted to enhance the experience.
The identity is defined by a characterful, custom script, creating a look that is distinctive, memorable, and unmistakably different from the local competition. A shorthand version of the wordmark is also used across comms. To complement the wordmark, a sandwich board character was commissioned in a classic etched style. Depicting a St Andrews university student in traditional gowns, it adds a touch of personality and is a subtle nod to St Andrews rich academic and cultural traditions. The identity has been seamlessly applied across a variety of touchpoints, including coasters, signage, and a suite of menus.
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