Lasdun Restaurant at The National Theatre
BRAND IDENTITY UPDATE, LONDON U.K.
Lasdun restaurant is situated in the heart of The National Theatre, run by the team behind the popular Marksman Pub in Hackney, The restaurant offers a modern British dining experience in an iconic setting.
Good Noise were appointed to update the identity to reposition the Lasdun restaurant as a more inclusive dining experience, broadening its appeal while maintaining the quality and unique character.
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 there was a need to streamline their brand tool kit and create a set of brand guidelines to make it easier to work with the brand for the in-house team and external agencies.
Given the iconic nature of the restaurant, we felt there was an opportunity to dig deeper into the design details, and create something that visually celebrated the restaurants unique setting.
Lasdun is named after Denys Lasdun, who was the architect who designed the National Theatre, one of Londons most recognisable landmarks and the UK’s most well known example of brutalist architecture.
We created an identity that had a greater visual connection the name by centering our design work around the architecture using 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 restaurants’s logo got give it a more modern feel whilst maintaining the original personality.
