Restaurant, Bar & Club | Branding

100 Wardour Street, London

100 Wardour is a split level venue in the heart of Soho, London. Our task was to create a brand that spoke as one, while still being able to define two very different spaces on site: an upstairs daytime offer and a basement nightclub. Soho is famous for its old ‘Red Light’ district, defined by its neon lights, so we took that as our starting point, creating our own neon light to represent each floor; ‘off’ for upstairs, ‘on’ for downstairs. The logo followed that split theme, as did the colour palette and print materials used to create a brand that, while nodding to the Soho of the past, is very much designed for the 21st century.

BRAND IDENTITY DESIGN, PHOTOGRAPHIC ART DIRECTION, DESIGN FOR PRINT