Global hospitality superstar IHCL approached us with an F&B puzzle for their landmark St. James’ Court London Taj Hotel. They sought a new dining experience for both guests and neighbourhood residents, whose identity bridged the property’s heritage and the larger direction of Taj as a whole. Moreover, could we make sure to infuse a feeling of convivial, casual buzz across the whole thing?
Brand concept
Brand signatures
Interior design brief
Logo & visual identity
Corporate identity guidelines
Restaurant playbook
Applications
QUO created a restaurant playbook for TH@51—a full brand expression comprising culture, name, logo and visual identity, guest experience touchpoints, tone of voice and brand collateral.
We worked to fastidiously weave elements of the brand heritage and features across every touchpoint and scale, beginning with the name TH@51, an abbreviation of the iconic Taj Dubai Treehouse restaurant joined to the property’s street number at St. James’ Court. Visual and tonal expressions, including menu design, immersive experiences and interior visuals, are elaborated fully in the playbook we produced.
