Club, London
Club is an exclusive private members’ space located within London’s South Place Hotel. Concealed from the public, it offers a secluded haven for its discerning members. Our task was to craft an identity that maintained a strong connection to the parent brand while drawing on the same cultural and stylistic influences.
At the same time, the brand needed to establish a distinct personality, reflecting the refined exclusivity and intimate nature of the space. The result is a brand that harmonises seamlessly with South Place Hotel’s sophistication while confidently asserting its own unique character, creating a space that feels both familiar and fresh.
BAR BRAND IDENTITY
DESIGN FOR PRINT
Before the launch of South Place Hotel, a spy-themed concept had been established, with internal spaces named after historical espionage figures, inspired by an infamous spy ring that was once based in Moorgate. This intriguing narrative was something we built upon.
To enhance the theme and create a unique identity for Club, we avoided specific names and instead developed a bespoke morse code shorthand. This subtle yet distinctive design element set Club apart from the hotel’s other facilities, creating a sense of intrigue and exclusivity. The coded motif gave the space a mysterious allure, allowing members to feel part of an inner circle they could truly call their own.
The resulting identity seamlessly incorporates key elements of South Place Hotel’s DNA, ensuring a cohesive connection to the parent brand. By using the hotel’s established colour palette, typography, and imagery, we maintained continuity while introducing unique features that distinguish Club as a standalone entity.
These bespoke elements, applied consistently across a suite of collateral, create a strong, independent personality that members can identify with. This balance fosters a sense of belonging to something truly exclusive. For those invited to join, the experience feels special and rare, reinforcing the allure of Club as a prestigious space apart from the broader hotel offering.
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