Turning up the volume. Branding a go-to London destination for music and food
Located within The Cumberland Hotel, where Oxford Street meets Park Lane, SOUND is one of London’s leading destinations for live music, entertainment, and unforgettable nights out. With performances every night of the week, SOUND brings the electric buzz of a live gig to the heart of the city—every single day.
The SOUND Cafe is at the venue’s core, where classic American-style comfort food gets a modern, elevated twist. It’s more than just a place to eat—it’s an experience for all the senses. Whether indulging your taste buds, tapping your feet to live sets, or soaking up the atmosphere, SOUND is where food and music come together in perfect harmony.
- Visual Identity
- Tone of Voice
- Menus
- Campaigns
- Advertising
To match this energy, we developed a bold visual identity that captures the rhythm and pulse of the brand. At its core is a dynamic graphic language inspired by sound waves radiating from a speaker, visually echoing from the ‘O in the SOUND logo. This wave-like motion became a unifying element across all brand touchpoints, bringing movement, energy, and a distinctly musical personality to everything from advertising and menus to merchandise and digital content.
We defined a distinct tone of voice, ‘Your Switched-On Best Friend’—that effortlessly cool friend who’s always in the know. The one who tells you about the secret shows before anyone else, recommends the best spots for late-night cocktails, and knows precisely where the vibe is on any night. This voice builds a relatable, confident brand persona and strengthens the connection with SOUND’s culturally savvy audience.
The brand architecture was built around a flexible framework: SOUND + BAR / CAFE / SPORTS BAR, allowing the identity to adapt fluidly across the venue’s multiple offerings.
This cohesive, high-impact identity helped to cement SOUND’s reputation as more than just a venue—it’s a destination. Whether you’re there for a casual brunch, a pre-gig cocktail, or a night of live music, SOUND delivers an experience that’s vibrant, authentic, and unlike anywhere else in London.
