The Breakfast Club now has six London branches, and Call Me Mr Lucky is housed within the new London Bridge venue.
Elmwood has created the branding for all the sites since The Breakfast Club launched its first branch in Soho, nine years ago.
Stephen Woowat, design director at Elmwood said: ‘The brief for each Breakfast Club bar presents an usual starting point, as the name is picked first and we then build the story around it (the names are actually all based on quotes from Cheers).
‘It’s an approach that provides a lot of freedom to do something different every time. The challenge though, is to still create something that feels unique to The Breakfast Club and remains true to the venue itself’.
The look for the bar takes its cues from 1970s and 80s adventure films, using a brand character of ‘an accidental hero who miraculously escapes near-death scrapes, and still ends up getting the girl and saving the day’, says Elmwood.
This narrative is reflected in the venue interiors, which use stone walls and feature a film poster illustrated by Sam Hadley.