Turning views into value. Reimagining a hotel bar into a must-visit London destination
We partnered with the Clermont Hotel Group to reposition The Tower Hotel’s bar and restaurant as a premier destination for elevated dining, social connection, and unforgettable views, transforming it from an overlooked hotel bar into a bold, standalone venue worthy of London’s vibrant hospitality scene.
Hidden within the hotel’s upper foyer, the venue struggled to capitalise on its extraordinary location on the banks of the Thames, with sweeping panoramic views of Tower Bridge and the London skyline. Despite its stunning outlook, the bar had no distinct name, brand, or identity to set it apart, leading to underperformance and a guest base primarily of hotel residents.
Our challenge was to unlock the venue’s full potential and position it as a must-visit spot for locals, tourists, and trendsetters alike.
- Naming
- Visual Identity
- Brand Guardianship
- Menus
- Campaigns
- Print Collateral
Since its launch, the transformation has delivered measurable success: in the first year, the bar saw a dramatic 110% increase on expected revenue.
We crafted a new name and visual identity through strategic insight and creative development that reframed the venue as a dynamic destination for premium dining and socialising. The brand needed to communicate sophistication, quality, and modern elegance while feeling accessible to a broad, eclectic audience, ranging from business travellers to social explorers and international visitors searching for that “only in London” experience.
The naming strategy and visual identity were rooted in the venue’s unique outlook and locational assets. The logo design was inspired by the expansive, floor-to-ceiling windows that frame the city’s skyline, positioning the view not just as a backdrop, but as a central part of the brand story. We developed a refined gradient colour palette to mirror the shifting hues of London’s ever-changing skies, bringing warmth, mood, and movement into the brand system. A clean, contemporary typographic style balanced premium cues with urban simplicity.
The result was a cohesive, high-impact brand identity that aligned with the hotel’s positioning while giving the venue its voice, energy, and visibility, turning it into a destination in its own right. Strategically, the bar creates a halo effect by ensuring guests’ exceptional experience positively influences their perception of the hotel, encouraging future stays and brand loyalty.
Since its launch, the transformation has delivered measurable success: in the first year, the bar saw a dramatic 110% increase on expected revenue and attracted a significantly broader customer base. From casual brunches to evening cocktails overlooking the Thames, the venue is now firmly on the map as a go-to London location for those seeking premium experiences in unforgettable surroundings.
