45 Jermyn Street Design & Branding Coat Cards by Otherway

Coat Cards

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market United Kingdom
Agency Otherway
Illustrator Zeloot
Released October 2017

Credits & Description

Client - 45 Jermyn St.
Agency – Otherway
Illustrator - Zeloot
GEO - United Kingdom

As 45 Jermyn St. turns two, they worked with strategically-led design agency, Otherway to mark the occasion with a series of joyful, riotous and playful new illustrations on their menus.

Wanting a bold, bright and extraordinary update, Otherway worked with Dutch artist and Illustrator Zeloot to capture a modern interpretation of the Jermyn St. icon, Beau Brummell. 45 Jermyn St is a restaurant where a sense of theatre, fun and glamour mingle, and the illustrations by Zeloot capture that spirit, combining real joie de vivre colour and creativity, while remaining beautifully crafted and elegant.

The illustrations bring different stories to life of a contemporary Beau Brummell. Today’s flamboyant Beau can be seen ‘smoking’ bubbles, catching the beauty of butterflies, proudly donning a peacock feathered suit and the ice-cream inspired ‘sundae’ best. The 45 logo, a unique brand ambigram marque inspired by the archive craftmanship marques found on Jermyn Street, is presented in each piece.

“After developing the original branding and design with 45 Jermyn St, we were keen to bring a bold and colourful step change to the next commission of illustrations. Zeloot's style instantly hit the mark, and keeps the ever-evolving spirit of this beautiful brand true to form.”
Otherway Creative Partner, Ben Lewin

“45 Jermyn st. is about combining the best in old school glamour with a contemporary London - a place that is bold and fun yet refined and elegant - a very special mix. I wanted to ensure that the essence was reflected in the illustrations and Zeloot’s work delivers on that in a glorious fashion.”
45 Jermyn St. Director, Zia Zareem-Slade

Otherway created the branding and design experience with Zia Zareem-Slade when the restaurant first opened 2 years ago. The brief was to create a bold move on from the Fortnum & Mason’s old Fountain Restaurant on the corner of Jermyn and Duke Street, getting rid of the old name and direct association to the store - so as to be used day as well as night. The aim was to rebuild the offer from the ground up to create a stand-alone, destination restaurant in the heart of St James's powered by the brilliance of Fortnum & Mason. It hosts an exquisite dining room and bar, inspired by the golden age of glamour with interior design by Martin Brudzinski.