The Balcon Sofitel St James

To celebrate the launch of Sofitel St James' new 1920's inspired restaurant, we designed an identity that remained coherent with the overarching values of the hotel group while developing the restaurant’s own personality. The approach combined the Sofitel values of sophistication, modernity and luxury with the idiosyncratic charm of the restaurant’s iconic location in Pall Mall, putting the restaurant’s most distinctive feature, its unusual interior balcony, at the heart of the new identity and used it as the restaurant’s icon. The Balcon’s finished identity incorporates a sense of refined French modernism with the quirky yet elegant charm of Britain. To complete the visual identity work we created collaterals including the restaurant and bar menu.