A haven in the middle of Whitehall

Tucked away behind the grand façade of The Royal Horseguards Hotel lies one of London’s best-kept secrets, The Terrace, an elegant outdoor extension of the One Twenty-One Two Restaurant and Bar. Alfresco dining meets timeless heritage in a secluded garden retreat, with only the London Eye emerging into the skyline beyond the gates to remind you you’re in the city’s centre.

The Challenge
To create a distinct visual identity for The Terrace that would complement the established One Twenty-One Two brand, while confidently standing on its own and capturing the essence of the venue’s experience.

Key Issues

• Needed a unique identity without overshadowing the parent One Twenty-One Two brand
• Required a visual style reflecting the natural, fresh character of The Terrace
• Identity had to feel both elegant and effortless, mirroring the guest experience
• Needed a logo that conveyed organic qualities and
  connected to the space’s ambience

Our Approach
We designed The Terrace as a serene escape from the vibrant bustle of Whitehall, crafting a tranquil oasis that adapts seamlessly to every occasion, from leisurely lunches and romantic dinners to relaxed evenings shared with friends. Every detail has been thoughtfully curated to create a welcoming outdoor space that feels refined and refreshingly relaxed. A live, growing tomato wall lends a touch of sustainability and colour to the space, while the décor featuring plush wicker seating, soft blankets, and warm cream tones evokes the charm of an English country garden.

Previously, branding and menus were more closely aligned with the original One Twenty-One Two design (this, too, has undergone a recent rebrand). However, it became clear that The Terrace needed its own personality. The revised branding introduces a lighter, more summery tone. Menus are now presented on a warm cream stock, and the layout creates a sense of airiness and simplicity. At the same time, deep navy blue from the parent brand is used sparingly for typography to maintain sophistication without overpowering the relaxed feel.

The Result
The Terrace has become more than simply a place to dine; it’s an experience where guests can relax beneath leafy canopies, enjoy refreshing cocktails, and watch the city unfold beyond the trees. Blending serenity, thoughtful design, and rich heritage, The Terrace offers a rare sense of calm in the heart of London, inspiring its defining tagline: “A haven in the middle of Whitehall.”

Key Outcomes

• Transformed The Terrace into an experiential destination rather than just a dining space
• Delivered an identity for a setting that feels like a hidden oasis amid central London’s energy
• Inspired the memorable and authentic tagline: “A haven in the middle of Whitehall”
• Elevated guest experience, encouraging more extended visits and a stronger emotional connection
• 720% increase in sales compared to the same period last year