Tangerine breathes life into The Berkeley Square

Berkeley Square Café, the Mayfair restaurant owned by Mean Fiddler chairman Vince Power and Michelin-starred chef Steven Black, has been rebranded as The Berkeley Square by Tangerine.

The consultancy has created the identity, signage, menus and all print material for the restaurant, after Power approached Tangerine creative director Lewis Macleod with a brief to ‘up the ante in the way it is perceived’. Macleod says the restaurant was successful during the daytime, but it was not attracting as many customers during the evening.

‘There were an elusive few who didn’t acknowledge it as a night-time venue,’ he explains. ‘[Power] wanted the visual identity to help attract the right clientele.’

Tangerine’s creative work reflects the 1930s and 1940s ‘heyday’ of Berkeley Square itself, according to Macleod. A simple, classic style using a Gill typography has been adopted for the identity, print material and restaurant collateral. ‘This [identity] attracts the type of restaurant-goer that Power is after. A modern graphic style would have been too transient,’ explains Macleod.

Interior designer Shaun Clarkson is also revisiting some elements of the restaurant’s interiors, although the overall look and feel of the restaurant will remain. Clarkson created the original interiors for the Berkeley Square Café for its opening in May last year.

Macleod’s work with Power has led to two additional projects for Tangerine. The details of these are under wraps while Power seeks to secure the necessary properties.