THE PEM

Introducing The Pem, a new restaurant at the iconic The Conrad St. James hotel, London.  

Headed up by leading chef Sally Abe, The Pem’s menu celebrates iconic flavours and ingredients of historic British cuisine, but with her own unique spin.

As part of the project we delivered a new brand narrative, brand identity and operational collateral such as menus, digital and print communications and social media guidelines.

The name ‘The Pem’ is a nod to the private name used by the friends and family of Emily Wilding Davison, one of the most famous faces of the historic suffragette movement, and celebrates generations of pioneering women leading from the front which is also reflected in Sally’s choice of senior team.

The new visual identity features delicate, handwritten typography, mimicking the strokes of Emily’s ‘Pem’ signature, and a feather icon, representing the peacock and pheasant feathers often worn by women in the 1900’s and worn by Emily herself in her most iconic photo.

The Pem was a new top opening in summer 2021, and was selected as a great foodie spot in London by Time Out London. We recommend a visit next time you’re in the city!

All imagery by Food Story Media Ltd.

LONDON

159 Wardour Street
Soho
London
W1F 8WH
+44(0)203 687 0369

BIRMINGHAM

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

DUBAI

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

SINGAPORE

8, Jalan Kilang Bara
07-04 Central Link
Singapore 159351
+60162233888

KUALA LUMPUR

8, Trium
Jalan Cempaka SD 12/5
Bandar Sri Damansara
52200 Kuala Lumpur
+60162233888

BKK

168, Soi 20  
Sukhumvit.
Bangkok
+66925012678