67 Pall Mall
From a disused bank to a bustling venue, we were tasked with branding the first new institution in over 100 years to open its doors in London’s historic St James’s. Redefining the rules of private members’ clubs, created for a refined clientele passionate about fine wine.
Challenge
We were approached to create a brand and refine the business proposals to aid the planning process for this private members club in London. The challenge was to create not only a destination but also a brand platform that would generate interest and, ultimately, club membership prior to opening.
Insight
The team conducted in-depth research to understand the private club landscape. To back this up, we used customer profiling to pinpoint potential members. From this, we delivered a brand bible and defined 67 Pall Mall’s brand cornerstone.
Delivery
The branding, which affirms the club’s 1930s Lutyens architecture with its angled lines and clean fonts, combined with a rich colour palette and indulgent imagery, perfectly communicates the brand ethos. In addition, we developed ways to bring the club’s personality to life. The first being a case-bound book and members pack. These were so successful that lifetime memberships were fulfilled before the club opened its doors, a testament to the effectiveness of our work.
From Cabernet Sauvignon
to content streaming
Over a decade has passed since we branded and helped launch the business, and we are actively involved in creative development as the company continues to expand. One such example was the ambitious launch of 67 Pall Mall TV.
During lockdown, to keep the members engaged without a physical club for them to frequent, 67 Pall Mall launched an unprecedented five daily streaming shows hosted by wine scholars and producers from all over the world. We were challenged to realise this vision and bring the world of fine wine to the screen by launching a brand new 4K, on-demand TV channel. This was achieved by originating a creative collective of VFX artists, 3D modellers and broadcast experts to create the channel identity, bumpers and stings, as well as a separate digital team to build an on-demand channel platform that would sit as comfortably on a member's iPad as iPlayer or Netflix.
Creating a discerning
aesthetic for the digital world
One of the challenges for a private members club where the physical space and ambience are integral to the membership experience is communicating the same feeling virtually. For the on-demand TV platform, we introduced a clean and simple user interface coupled with representations of the club's textures and colours, creating familiarity and fluid useability for the discerning members.
Further embracing the on-demand streaming aesthetic, all the shows were individually branded, giving them unique personalities and making them easily recognisable for the viewer.
Let's make it happen
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