As the Bethnal Green Town Hall redevelopment in London approaches completion, a new restaurant, Viajante, is being developed in the space, with branding by Someone.
The consultancy, which is now working on the overarching Town Hall Hotel and Apartments brand, was appointed directly to both projects in March 2009 by owner Peng Loh.
Viajante will be run by Portuguese chef-patron Nuno Mendes, the client contact for creative direction. Someone partner David Law says the name Viajante – taken from the Portuguese word for raveller – reflects Mendes’ experiences and forms the basis for the brand.
A character with a fish’s head, wings, and a cow’s tail will sit with the logo to give a ’traveller’ and ’mythological’ look and feel, Law says.
The logo will be applied across a range of collateral, including a website which goes live this week before a roll-out of brochures and menus, ahead of the restaurant’s projected opening in March.
Restaurant and hotel interiors have been designed by Rare Architecture, which has designed bespoke tables and chairs for Viajante.
Other sections of the town hall building are to serve as a hotel, conference suite, wedding venue and apartments – set to open in April.
Law says the Town Hall Hotel and Apartments brand will consider the Edwardian, 1920s, 1960s and contemporary architectural elements present in the building. ’We need to unify these areas without being overpowering,’ he adds.