Lolo
MEDITERRANEAN RESTAURANT BRANDING, LONDON, U.K.
Lolo is a new all-day concept from award winning Spanish Chef, José Pizarro which takes its name from a tongue in cheek reference to his middle name, Manuel.
The new restaurant is nestled in the heart of Bermondsey, London right next door to ‘José’, the legendary tapas restaurant where the chef’s cooking first gained notoriety.
Good Noise were invited to work with José and the team to develop the brand strategy and visual identity for this deeply personal brand.
It was central to the brief to present Lolo as a stand-alone brand that could be suitable for potential roll out in other locations. It needed achieve this whilst still feeling at home with and connected to the existing family of brands in the José Pizarro Group.
It was important that Lolo should not feel like a ‘poor younger brother’ to the more established ‘José’ restaurant next door, and needed to have its own unique identity, feel and experience.
Notably, José and the team were excited to explore culinary influences beyond Spain and across the Mediterranean and were keen that the identity was not overtly Spanish in feel
We began the process with a series of Brand Positioning workshops that brought to together members of the operational and creative team from the Jose Pizarro group, as well as the interior designers on the project, Pattern Haus.
This process allowed us to define the brand’s unique characteristics and form the foundations for the design work that followed.
The Brand Positioning led to the creation of a persona for the Lolo brand as a ‘favourite neighbour’. Lolo is friendly, stylish, relaxed and a treat to see. An encounter with Lolo will always improve your day.
The persona was inspired by José himself and the natural sense of hospitality and community he exudes at his restaurants or when out and about in his beloved Bermondsey.
This sense of warmth and style is carried through into the logo, colour palette and supporting typefaces that make up the visual identity for the brand. The identity was applied to the shopfront which was designed specifically to be complementary and respectful to the unique feel of Bermondsey Street.
We designed bespoke all-day food and drinks menus for Lolo that could be updated and edited ‘in-house’ by the team at the José Pizarro group as the menu offer evolved.
