Following the success of their members club at Mortimer House, we worked with the ownership company, Maslow’s, on the brand creation of their follow-up in Soho, London, titled 1 Warwick. What started with a deep dive into the range of experiences and services under one roof, has translated into a brand identity that playfully communicates the hybrid nature of the club’s activities; workspace, food & drink, wellbeing and events.
From initial brand positioning through to applications across the entire house including two independent restaurant identities, no stone has been left unturned in communicating a sense of place that aligns with not only the core values of Maslow’s but also the cheeky, charming spirit of London’s famous Soho.
Introducing the 1 Warwick brand mascot, brought to life in a number of playful poses to denote the varied experiences within the club; working, dining, wellbeing and events.
Beyond our work on the core, 1 Warwick brand, we also created identities for the two restaurants on site — Nessa and Yasmin. Nessa is an all day dining concept covering the classics with a contemporary twist, whereas Yasmin focuses on the food of the Middle East.
Thanks to all of the Maslow’s team, especially Guy, Lucy and Daniel for bringing us on on board to breathe life and character into the 1 Warwick brand. Thanks to Alec Doherty for illustrations that are the perfect combination of humour and style.