Conrad London St. James in Westminster, London, had four high-end F&B spaces with a shared identity. Hilton asked us to create a unique brand identity and communication suite for each space, to complement the interior design direction for the venues, turning them into F&B destinations that would not only attract hotel guests, but also Londoners looking for great dining and drinking experiences.

 Introducing two of the new venues – The Hedgerow Bar and The Orchard Room.

The Hedgerow is a cocktail bar inspired by the fresh, seasonal ingredients of British hedgerows, which are cultivated and crafted to create innovative and refreshing cocktails. We worked closely with Hilton and acclaimed chef, Sally Abe, to create a brand that captured the imagination and effectively conveyed this hedgerow-to-shaker concept.

 The logo and menus were inspired by herbology and botanical books, where notes about British flowers and elements are scribbled using a traditional pen and a pot of ink, with a colour palette that is heavily inspired by seasonal flowers and berries.

The Orchard Room is inspired by nature and its ever-changing seasons, just like how the venue changes based on the occasion. Equally suited to host a wedding, business meeting, event or afternoon tea, the room can cater for it all with an array of refreshing drinks, food and afternoon tea.  It’s a bright and open space that is inviting and tailored to all.  

We looked to nature for inspiration when creating the visual brand identity of The Orchard Room. The delicate, circular logo represents the golden circles of life in the cross section of a tree, with the feeling of re- generation and growth through leaves. Using strong but delicate semi-serifs in our logotype brings gravitas whilst retaining modernity through the simple and confident applications, and introducing initials as a monogram is an effective way to represent personalisation. This all comes together and neatly encapsulated through a beautifully crafted brand mark. We also looked to the rich colours seen in autumn leaves to influence the colour palette and print finishes such as gold foiling.

The Orchard Room holds so many special occasions from events and weddings to a luxurious afternoon tea, so we needed to ensure that the menus and print collateral reflected this. Using thick, uncoated stock, who’s organic nature ties back to the overall brand inspiration of nature, coupled with embossing and gold foiling elevates the brand and gives a rich customer experience.


159 Wardour Street
+44(0)203 687 0369


6 - 12 Bow Street
B1 1DW
+44(0)121 666 6667


Zomorrodah Building
Umm Hurair Road
+971(0)4 3370081


8, Jalan Kilang Bara
07-04 Central Link
Singapore 159351


8, Trium
Jalan Cempaka SD 12/5
Bandar Sri Damansara
52200 Kuala Lumpur


168, Soi 20