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Grand new

Serving up a brand refresh for Simpson’s

How to reinvigorate a classic to stay relevant, but not lose its unique heritage?

Following their restoration and a reimagined menu, we worked with Simpson’s-in-the-Strand to introduce their brand to a new generation and re-establish their reputation among growing competition as an essential London food destination.

We did a deep-dive into the rich, authentic history of Simpson’s including its origins as a coffee house. We identified that Simpson’s has a tried and tested tradition of adapting to change over the generations.

We chose to surface this adaptability; showcasing the links between their methods today and their methods yesterday, positioning them as experts in British classics, now delivered with a modern twist. 

Drawing inspiration from the restaurant's interiors, we created an identity that married the classic and the contemporary, never losing that sense of authenticity. We struck a balance between the theatrical flourishes Simpson's is famous for (for example the iconic chess pieces) and clean, modern lines.

A bespoke typeface was developed which took its design DNA from the original exterior of the building and gave the brand a unique distinctive asset. Our messaging focused on the continuation of the Simpson's story as summarised by the line, 'British classics perfected since 1828'.

Working with the Simpson's marketing and PR teams, we ensured that this ethos lived and breathed throughout the whole Simpson's experience. Our work was delivered in a 6-week timeframe to meet the strict deadline for the relaunch.