Swan, Shakespeare’s Globe Theatre

Redefining a landmark restaurant with a real sense of theatre

Perfectly positioned at Shakespeare’s world-famous Globe Theatre, The Swan at the Globe is an iconic venue on London’s South Bank. It’s also a unique proposition, incorporating a restaurant, cocktail bar, private dining rooms, and an event space underneath the theatre. We had previously helped rebrand four of their sister restaurants, so were delighted to take up the challenge of refreshing the Swan at the Globe’s strategy, branding and website.

Hospitality: Strategy + Branding + Website + Illustration

Building a solid foundation

To get to grips with the brand’s successes, challenges and competitors, we kickstarted the project with an immersion session and a series of stakeholder interviews. Our proposition workshop and insight session defined the new brand strategy and messaging, this culminated in a detailed report that provided a benchmark going forward, for a brand with consistency of purpose, vision and outcome.

Bringing their new branding to life

The Swan at the Globe creates memorable and refined experiences for guests every day. Their new branding reflects this truth, as well as referencing their imaginative theatrical world and unique location. For the contemporary yet classic new wordmark we designed a rippling wave that subtly nods to its riverside location, and paired it with an elegant swan-like S symbol.

Transforming the online experience

We designed the new website to provide engaging and inspiring customer journeys that show the breadth on offer. From indulging in cocktails, to dining on excellent British produce, enjoying a magical Shakespearean afternoon tea, or hiring the Underglobe venue and private dining rooms, we capture the essence of a place where experiences always take centre stage.

Capturing the relaxed atmosphere

The photography perfectly reflects the atmosphere of the venue’s various spaces, the friendly and welcoming staff and the delicious food and memorable experiences they create.

Finding our inspiration in the building and location

The Swan’s unique location and refined interiors inspired our colour palette, and we also brought the building to life through playful spot illustrations, which also featured key themes expressing the spirit and imagination of the theatre arts. For the Swan’s afternoon tea service crockery, we created a suite of illustrations bringing to life Shakespeare’s Romeo and Juliet, to tie in with the theatrical season.

Creating beautiful decorative elements

Bringing together Shakespearean motifs with floral elements, we designed a refined pattern that connects to the Globe’s world. Used across many touchpoints, it ensures a subtle brand presence on even the smallest details.

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