SOHO’S SECRET TEA ROOM by The Partners for SOHO’S SECRET TEA ROOM

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SOHO’S SECRET TEA ROOM

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Industry Fast food outlets & restaurants
Media Design & Branding
Market United Kingdom
Agency The Partners
Creative Director Stuart Rideout
Released June 2012

Awards

Cannes Lions 2012
Design Lions Logo Design Bronze

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Logo Design
Advertiser: SOHO’S SECRET TEA ROOM
Product/Service: TEA ROOM
Agency: THE PARTNERS London, UNITED KINGDOM
Advertiser SOHO’S SECRET TEA ROOM
Product TEA ROOM
Entrant THE PARTNERS London, UNITED KINGDOM
Type of Entry: Graphic Design & Design Crafts
Category: Logo Design
Title: SOHO’S SECRET TEA ROOM
Advertiser/Client: SOHO’S SECRET TEA ROOM
Product/Service: TEA ROOM
Entrant Company: THE PARTNERS London, UNITED KINGDOM
DM/Advertising Agency: THE PARTNERS London, UNITED KINGDOM
Senior Designer: Leon (Bahrani)
Creative Director: Stuart (Radford)
Brief Explanation
To communicate the truly secret nature of the tea room: As well as its hidden location, customers have to phone in advance to book a table and ring the doorbell to be allowed inside.
Describe the brief from the client
Soho’s Secret Tea Room is a small vintage cafe hidden away in the centre of London. In-the-know cutomers have to phone in advance to book a table and ring the doorbell to be allowed inside. The management wanted a logo that summed up the spirit of the tea room, without spoiling the secret.


Describe the creative solution to the brief/objective.

The logo is based on the idea of looking through a vintage keyhole into a small, secret room. Hidden within the keyhole is a classic English teaspoon.
The keyhole is used to show intriguing glimpses of the vintage patterns and textures found within the tea room.


Describe the results in as much detail as possible.

The logo simply and memorably communicates the secretive nature of the tea room and is far removed from the usual clip-art clichés used in other tea room logos.The logo is already out there, having has been applied to the tea-room’s Facebook profile and twitter feed as a sneak preview before the launch of a new website in autumn 2012. Also – if you know the address – you can find the tiniest of applications, on the door buzzer.

www.facebook.com/pages/Sohos-Secret-Tearoom/160459180647814
https://twitter.com/#!/sohossecrettea
@sohossecrettea