From number to narrative. Rebranding the dining experience with meaning
The Challenge
Located within the opulent Royal Horseguards Hotel and adjacent to the historic original Scotland Yard, One Twenty-One Two has long been a refined dining destination. However, its identity suffered from ambiguity and confusion, with the former name “1212” leaving diners unsure how to pronounce it or understand its significance. The rich history and story behind the name remained largely untold, weakening its connection with guests.
Key Issues
- The name “1212” confused pronunciation and meaning
- Lack of a narrative explaining the restaurant’s heritage and significance
- Missed opportunity to leverage the rich historical context of its location
- The brand needed to reposition itself to reflect its history and modern appeal better
- Visual Identity
- Narrative & Tone of Voice
- Mainstay & Seasonal Menus
- Campaigns
- Print Collateral
Our Approach
Central to the rebrand was the desire to reconnect the restaurant with its historic namesake: Whitehall 1212, the legendary telephone number of Scotland Yard introduced in 1932. This number symbolised order and the authority of British law enforcement, yet over time, the heritage connection had become diluted through several minor brand updates.
We refocused the brand on this powerful story by transforming the name into One Twenty-One Two, making it easier to recall and designed to spark curiosity. The design ethos embraced a purposeful approach, drawing inspiration from the rotary telephone of a bygone era.
Typography was crafted to reflect a confident yet refined style, bridging past and present with timeless elegance. Menus were thoughtfully curated to reinforce storytelling, with layouts that incorporate narrative elements. A standout feature is the drinks menu, cleverly encoded using the police phonetic alphabet, a playful, decode-it-yourself detail that delights guests and encourages conversation.
The tone of voice was developed to match the restaurant’s refined setting: polished yet personal, with an undercurrent of intrigue. Copywriting leans into storytelling and mystery, striking a balance between confidence and warmth, inviting guests to discover something new with each visit.
Visually, the rebrand draws heavily on the authority and heritage of the Metropolitan Police. The dominant near-black navy reflects the traditional uniforms of London’s finest, enhancing the restaurant’s elegance while aligning with themes of mystery and discretion. Gold accents add warmth and a subtle touch of opulence, nodding to the prestige and grandeur of its historic setting.
The Result
One Twenty-One Two has evolved from being simply a name into a rich narrative experience. The rebrand has transformed it into a destination where every detail, from the logo to the language, immerses diners in a timeless London story. This transformation invites guests to engage with the restaurant on a deeper level, drawing them into an elegant dining experience steeped in intrigue and mystery.
Key Outcomes
- The rebrand revived and strengthened the connection to the iconic Whitehall 1212 heritage, making the name memorable and compelling.
- Storytelling embedded in menus, design, and tone of voice actively engages customers, encouraging interaction and curiosity.
- The visual identity’s alignment with Metropolitan Police heritage through colour and style adds authenticity, elegance, and a sense of mystery.
- These combined elements create a cohesive, immersive atmosphere that enhances the guest experience.
