Casual dining with a side of iconic landmark
We refreshed the Vicinity restaurant and bar at The Tower Hotel, positioning it as the perfect place for a relaxed meal with friends and family, combining casual dining with breathtaking views.
The Challenge
Despite its stylish riverside setting and breathtaking views of London landmarks, Vicinity lacked a clear, compelling identity to firmly establish it as a go-to destination for both locals and visitors. The restaurant needed to redefine its brand and dining experience to stand out in a competitive market.
Key Issues
- No strong positioning as a distinctive London dining destination
- Needed to balance a relaxed atmosphere with a sense of elevated sophistication
- Required an experience that was approachable yet unique and memorable
- Lacked a cohesive brand narrative connecting all guest touchpoints
- Needed to appeal equally to locals and international visitors seeking authentic experiences
- Visual Identity
- Narrative & Tone of Voice
- Mainstay & Seasonal Menus
- Campaigns
- Print Collateral
Our Approach
The tone of voice we developed speaks like a savvy, welcoming London friend. Always warm. Always clear. There was no fuss, just great food, iconic views, and a seat by the river. While the original logo was to be retained, the visual identity was carefully updated. The colour palette was refined and extended with further greens and stone hues inspired by the Thames and the surrounding riverside landscape.
A bespoke illustration library was introduced to complement photography, featuring playful, modern line drawings that bring clarity, charm, and flexibility across all formats. Graphic accents such as arrows and bursts subtly draw attention and support storytelling. A clean, modular grid system ensures balance and consistency while allowing creative freedom across print, digital, and in-venue applications.
This visual identity was also extended to The Lawn, an alfresco area located directly in front of Vicinity. The colour palette was adapted with brighter greens to reflect its seasonal, mostly summertime opening and its outdoor, grass-covered (albeit artificial) setting. This subtle shift maintains a visual connection to the main venue while clearly distinguishing The Lawn’s independent food and drink offering.
The Result
The refreshed Vicinity brand seamlessly blends the comfort of casual dining with the sophistication of a destination venue. Versatile, recognisable, and distinctly London, it’s crafted to resonate with a broad and diverse audience. Today, Vicinity embodies a spirit that feels both local and global, sleek yet relaxed, always memorable and welcoming.
Key Outcomes
- Established a clear brand identity that balances casual comfort with destination appeal
- Created a versatile and recognisable brand, distinctly rooted in London
- Successfully connects with both local guests and international visitors
- Delivered an experience that feels sophisticated yet approachable
- Brought to life the inviting brand message: “Make sure you’re in the Vicinity.”
