St Pancras Brasserie and Champagne Bar

Continuing our work with the Searcys brand, we were briefed to help rebrand their signature offers in St Pancras International station, the Champagne bar and Brasserie, which both required an increase in awareness and footfall. We started by reconsidering the naming as part of our strategy for the wider group. Awareness was a big issue; most people were aware of the Champagne bar, but few were aware of the Brasserie, even if they had visited the former.

It was agreed that our approach would be to consider the offer in the same way a hotel would – two distinct offers with a shared identity; St Pancras by Searcys would be the overarching offer, with the Brasserie and Champagne Bar as stand-alone destinations.

The visual language for the St Pancras offer was consolidated with a bespoke typeface, Gilbert, which takes visual cues from the iconic architectural design of the grand building by Gilbert Scott.

The menus across both offers were united through the use of a bespoke engraved plate of the logotype. Investment in one tool that was used across all items of print meant that this high-end and expensive print process was made affordable through the use of different paper stocks and formats, as opposed to multiple printing plates. We also commissioned new venue and food photography to better reflect the new offer across the new website, marketing and social media channels.

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