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

The Challenge

Swan are a great landmark restaurant, but they were finding that their footfall was fluctuating. Their own identity was getting swallowed by the tourist giant that was the Globe Theatre, and so they wanted – to refresh their identity. Rebranding to carve out their own distinct space in the market.

Getting behind the scenes

We got truly immersed into everything that The Swan at Shakespeare’s Globe is, from going to pre-theatre dinners (followed by a show of course) to taste testing their afternoon teas, and spending an evening at their live music events. We first off got to grips with what Swan’s customers would be experiencing, and most of all what they would be looking for from Swan.

Setting the stage

Next was to lay the foundations for a successful rebrand. Through assessing the brand’s successes, challenges and competitors we mapped out Swan’s current position. Through running our proposition workshop with The Swan, we looked to their future. Defining their brand proposition, vision, values and personality. This would act as our playbook moving forward, not only for our creative, but for Swan as they developed their business.

Making their Mark

What we needed to do was make Swan’s brand identity match the sophisticated, but quirky experience that Swan customers know them for. In a busy area we needed to make sure Swan made their mark on the area. Swan’s logo is on example of this, 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.

I have worked with Studio Noel on five re-branding projects and have always found their process of brand discovery and development results in solutions that are highly creative, beautiful to look at but also completely grounded in an understanding of the business. They’re both super-smart and thoroughly lovely people to work with, so now my go-to agency for strategy and branding.

Swan, Shakespeare’s Globe Theatre

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.

Adding a touch of theatre

Swan’s connection to the globe is one of the many things that makes them special. To celebrate this connection in a way that felt miles away from pastiche, we developed an illustration style that brought a sense of the mythical, the magical and just a dash of the theatrical. Tipping our hat to the Globe, whilst remaining true to Swan’s own identity.

The Swan’s unique location and refined interiors inspired our colour palette, and we also brought the building to life through playful spot illustrations. The initial suite of illustrations have now been built upon for various seasonal campaigns, and special offers.

The story continues

We continue to work with Swan, developing new campaigns for their afternoon teas and promotions. Bringing new elements into their brand that still capture that same purpose, creating great memories everyday.

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