Loading
Loading
Marrow & Vine · London, England
Four restaurants that shared an owner and nothing else, given one reason to be mentioned in the same sentence.
Marrow & Vine runs four London restaurants with genuinely different kitchens — a wine room in Peckham, a chophouse in Farringdon, and two neighbourhood dining rooms. The group had tried and abandoned a shared brand twice, because each attempt flattened what made the individual rooms worth visiting.
The group should be a habit, not a look.
What the four rooms actually shared was not an aesthetic, it was a practice: every one of them held a table back each evening for people who had not booked. That was already true, already loved by regulars, and had never once been said out loud outside the buildings.
The campaign is almost entirely typographic and print-led, because the group’s audience is local and its media is a window, a menu and a monthly poster. A single grid governs all four menus while the rule weights, paper stock and colour shift per room — related at a glance, never identical.
The campaign works because it describes something the restaurants were already doing, which means it cannot be undermined by a bad service. The group’s four rooms are now mentioned together in local press and by their own regulars, without any of them having been made to look like each other.
Two studios before this one tried to give us a single identity. Lumaire gave us a single habit and let the rooms stay different, which is the only version that was ever going to survive a Saturday night.
Next step
Marrow & Vine came to us with a version of the same problem most of our clients have: something specific and true that had stopped being said clearly.