Poetry, poured and plated

The Challenge
The Cumberland Hotel needed to transform its existing Backstage Lounge into a refined yet relaxed Mediterranean restaurant that would primarily serve hotel guests. The space had to feel sophisticated and high-quality, while remaining casual enough for solo diners and informal evening occasions.

With expectation of external footfall and a position tucked behind reception, the venue also needed a clear sense of purpose and identity – something discoverable, distinctive and complementary to the hotel’s wider F&B offering of Gordon Ramsay’s Hell’s Kitchen, and without competing with it.

Key Issues

• Appeal to hotel guests and solo travellers, namely aircrew, but not to overlook external appeal.
• Balance casual dining with a sophisticated tone.
• Establish a strong identity aligned to the hotel’s musical heritage – a story to be told.

Our Approach
We developed Lírica: a confident, lyrical brand inspired by Mediterranean rhythm and The Cumberland’s musical heritage. Starting with naming, narrative and tone of voice, we crafted a concept that feels warm, poetic and relaxed, using subtle references to music and verse to elevate the experience without overwhelming it.

This was supported by a cohesive visual identity of hand-lettered logotype, warm palette, playful illustrative elements and authentic photography. Menus, signage and promotional materials were designed to be clean, flexible and future-proof, allowing the concept to evolve while maintaining consistency across all guest touchpoints.

Standout Deliverables

• Distinctive name and narrative rooted in music and Spanish culture.
• Playful, lyrical tone of voice used sparingly across communications.
• Flexible brand and menu system designed for long-term evolution.

The Result
Lírica is a calm, stylish Spanish restaurant and bar offering small plates, drinks and an inviting evening atmosphere. The space feels exclusive yet approachable, ideal for groups, solo diners and guests unwinding after check-in, with a strong sense of discovery tucked just beyond reception.

From warm photography to menus that encourage sharing and grazing, every detail works together to create a relaxed but elevated dining experience. Lírica now sits confidently within The Cumberland Hotel’s F&B portfolio with a distinctive personality, yet seamlessly connected to the hotel’s brand and heritage.

Key Outcomes

• A refined yet casual dining destination.
• Strong internal appeal for hotel guests and appealing to external customers.
• A memorable, cohesive brand experience rooted in rhythm and warmth.