Allies was appointed to the project having approached Brindisa in early 2009. Initially, the consultancy undertook a visual audit for the whole brand, and created a new identity for packaging and brochures.
The Soho restaurant, which opened yesterday, is the first to use Allies’ new food and wine menu designs and exterior signage. The consultancy worked alongside architect Greig and Stephenson to apply the branding to the interiors.
Elaine Michell, Allies senior designer, says, ‘They wanted to modernise the identity, but didn’t want to change it completely as they’ve got a very loyal following.’
Allies retained Brindisa’s bull marque, but changed the colour palette from pastels to ‘warm, Spanish’ red and orange.
Michell adds, ‘The typeface we used for the brochures and packaging has a strength behind it, as the bull is such a strong image. We wanted to modernise it but keep the Spanish feel.’
She adds, ‘The main challenge was making everything coherent, but give each element an identity in its own right.’
The London Bridge and South Kensington restaurants are due to relaunch with the new branding this summer.