45 Jermyn St.
Creating a destination restaurant in the heart of St James’s London
“Absolute gold-standard, old-school joy.”
Old-school glamour meets contemporary London.
The challenge was to launch a stand-alone, destination restaurant in the heart of St James’s, powered by the brilliance of Fortnum & Mason. An exquisite dining room and bar, inspired by the golden age of glamour. Exceptional service. Cocktails without equal. An innovative menu. And always led by the season.
We created a bold brand ambigram marque inspired by the archive craftmanship marques found on Jermyn Street. A collection of artworks in the execution style of a pack of cards were created with the weird and the wonderful Dutch illustrator Zeloot, to deliver a riotous but elegant second look on the back of the menus. The illustrations show a series of ‘modern day stories’ about the dandy Beau Brummell, the arbiter of men’s fashion and original champion of Jermyn Street. Working closely with the 45 Jermyn St. team to design touchpoints across the customer journey, creating memorable moments and beautiful design touches throughout the entire restaurant – from the time you arrive and are welcomed through the revolving doors to the moment you leave, full and happy.