Area
Hospitality
Breadth
Strategy
Identity
Copywriting
Tone of Voice
Print
Art Direction
Digital
Signage
A restaurant inspired by the Riviera
LPM are a global restaurant and bar with their spiritual home in the French Riviera. Starting in a mews in Mayfair over 15 years ago – the food, ambience and service is well loved but the identity didn’t share these qualities and wasn’t built to be an international brand. The rebrand was inspired by the playful juxtaposition of the naive art of the South of France with more classical elements of Paris. Working closely with the team at LPM, we have created a rich visual and verbal identity that is authentic, allows the brand to be both understated as well as irreverent and is underpinned by rules and rigour – “Attention to detail. I think that’s where the magic is. Not just with food. With people too.” Raphael Duntoye, Founding Chef Patron.
Painterly illustrations and hand drawn lettering by Chiara Perano help conjure up the glamour and flair of the French Riviera.
Placeholder
Placeholder
Placeholder
Placeholder
Placeholder
Working with photographer Yuki Sugiura, the art direction is playful and a little flamboyant, encapsulating the ambience in the room.
Placeholder
Placeholder
Placeholder
Placeholder
Placeholder
The website uses a paired back, editorial look and feel and brings all of the LPM restaurants under one roof, inviting users to find out more about the brand as well as each location around the globe.
Working closely with writer Scott Perry, a comprehensive ‘spirit book’ was created that acts as a guiding light for the LPM team internally and helps inform press, PR and recruitment. The book covers everything from brand values through to the restaurant’s ambience.
