Lasdun at The National Theatre
RESTAURANT BRAND IDENTITY UPDATE, LONDON U.K.
Lasdun restaurant sits at the heart of the National Theatre, operated by the team behind the renowned Marksman Pub in Hackney. The restaurant offers a modern British dining experience within an iconic cultural landmark.
Good Noise was appointed to refresh the brand identity, repositioning Lasdun as a more inclusive and approachable dining destination. The updated identity broadens its appeal while preserving the restaurant’s distinctive character and commitment to quality.
The strategic phase of the project included an audit of the restaurants existing branded content and interviews with senior members of the in-house marketing team.
They had identified a need to streamline their brand toolkit and create a set of brand guidelines, making it easier for the in‑house team and external agencies to work with the brand.
Given the iconic nature of the restaurant’s setting, we felt there was an opportunity to dig deeper into the design details and create something that visually celebrated the restaurant’s unique environment.
Lasdun is named after Denys Lasdun, the architect who designed the National Theatre, one of Londons most recognisable landmarks and the UK’s best-known example of brutalist architecture.
We created an identity that had a strong visual connection with the building by centring our design work around simple illustrated studies of the National Theatre and patterns inspired by the restaurant ceilings.
We also took the opportunity to update the appearance of the restaurant’s logo to give it a more modern feel while maintaining its original personality.
