From stop-off to destination

The Challenge
The Réunion Bar at The Clermont Victoria has a fascinating history, having once served as the first-class lounge for the legendary Brighton Belle train. But despite this heritage, its identity had become bland and forgettable. It wasn’t telling its story or sparking curiosity. The challenge was to breathe new life into the brand, creating something distinctive that spoke to today’s guests, while also enticing locals and commuters passing through busy Victoria Station. Ultimately, the goal was to create an experience people would remember, want to revisit and feel inspired to recommend, transforming a stop-off into a destination.

Key Issues

• The bar’s look and feel didn’t reflect its history or personality.
• It wasn’t reaching beyond hotel guests to capture local footfall.
• There were no strong brand assets to build recognition across menus or advertising.
• Competing bars nearby had bolder, more cohesive identities.

Our Approach
We refined the Réunion Bar logotype, removing unnecessary detail to achieve an elegant clarity. A new visual identity was crafted around the theme of train travel and heritage:

• Design system: deep green and gold palette, typography inspired by historic train signage and a bespoke line illustration style.
• Menu & storytelling: harmonising heritage with innovation through drinks descriptions, illustrated gin map and accessible yet playful language inspired by train journeys.
• Communications: digital and print advertising within the hotel and around Victoria to attract both guests and external customers.

The Result
The bar was reintroduced with a distinctive, cohesive brand expression that blended history with modern sophistication. The refreshed identity established Réunion Bar as a hidden gem in Victoria, appealing to hotel residents, local professionals and passing commuters for the station beneath.

Key Outcomes

• A brand identity that feels both timeless and contemporary.
• A distinctive visual style that helps the bar stand out in a competitive market.
• Menus and storytelling that enhance the overall customer experience.
• Expanded customer base beyond hotel guests, increasing local and commuter footfall.
• Positioned the Réunion Bar as one of Victoria’s best-kept secrets.