Christopher’s American Bar and Grill, located in London’s Covent Garden, has relaunched with a fresh brand identity created by Pyott and a revamped interior scheme devised by Brighton consultancy Design LSM.
Along with the redesign, the restaurant has opened a dedicated Martini Bar, also designed by Design LSM.
The brand identity is redrawn with a logo joining the letters C and S in the restaurant’s name. The logo is applied throughout the restaurant, on signage, menus, marketing collateral and Christopher’s website, www.christophersgrill.com.
‘This is a very well respected restaurant, but more for its food than its ambience and brand. The old look featured very 1990s graphics that didn’t reflect the product offer. We have now created a more traditional feel, with slight echoes of America,’ says James Pyott, director at Pyott.
Design LSM began working on the interior project in January, with a brief to create a softer, more inviting space throughout the restaurant and bar area.
The interior is not heavily American-themed, says Andy Harwood, a designer at the consultancy.
A key change to the restaurant is the introduction of a new lighting system, for which Design LSM collaborated with lighting consultant Into to create a more atmospheric environment, installing large pendant designs and glass wall lamps.
‘The place was very dead before. We wanted more mood lighting to alter the atmosphere,’ adds Harwood.
Christopher’s opened in 1991 and made its name serving American-style steakhouse and sea food, popular on the US East Coast.