Menu Development
The Strand - Simpson's Menu Suite Design
Menu design, menu science and menu philosophy are some of our specialisms at Curate. So when we were asked to work with Jeremy King Restaurants to create their menu suites and collateral for the launch of The Strand – including Simpson’s The Grand Divan, Simpson’s Bar, Simpson’s Assembly Room, Nellie’s Tavern, and Romano’s, we were very excited to be involved.
Each part of the building has an identity of its own under the umbrella of The Strand. The whole building has such an interesting history and story to it and the new interiors richly reflect that. Creating the most suitable format, layouts and paper texture to sit with each venue was integral, to give the guest the desired feel and flow in each of the different settings and spaces.
We worked closely with the team at Simpson’s to make sure the launch went smoothly. It was an honour and one of our favourite things do on a project, to tour the site before launch during renovation and then again afterwards when it’s live, to see everything in place and in action.
Watch this space for more, as we continue to work with the team at Jeremy King Restaurants.
Menu print by West Three Colour, London
Sanctuary Knocker Branding
Design
- Branding
- Brand story development
- Brand social assets
- Interior design
Sanctuary Knocker is a luxury boutique apart-hotel set in the heart of Durham, featuring sweeping views of the cathedral and the stunning landscape that surrounds it. Curate were originally briefed to develop the name generation and brand creation for the project, which also included logo design, art direction, and interior art and design exploration.
From the outset, the ambition was to create much more than a visual identity; the goal was to build a fully immersive brand experience that would resonate across each touchpoint, from print and digital applications to the interior and spatial environment itself. We worked closely in partnership with Interior Architects Space ID to ensure this was all unified throughout the space.
At the centre of the concept was our brand hero and fictional character William Holme, a late 19th-century explorer and traveller with a passion for discovery. His creatively embellished life and travels became the foundation of the brand, influencing both the visual identity and the interior styling. This allowed the interior spaces and brand assets to feel collected and personal, as if shaped by a lifetime of exploration. Every aspect of the new brand was considered, with historic photographs, maps and artefacts used to tell his story.
The apart-hotel features four suites, each inspired by a different location that William experienced on his many journeys to build on the brand narrative: the Moroccan Marrakesh Suite, the Pyrenees-influenced Andorra Suite, the chinoiserie Peking Suite, and the contemporary New-York, London, Dubai inspired Pioneer Suite.
The primary logo adopts an intentionally minimal approach, taking the form of a simple wordmark set in a traditional serif typeface with a subtle modern edge. This simplicity ensures a sense of timelessness and sophistication, allowing the storytelling and interiors to take centre stage. Alongside the main mark, a series of suite-specific logos were developed to give each space its own identity while maintaining consistency across the brand. These marks act as subtle signifiers, reinforcing the individuality of each suite while ensuring they all echo the same visual aesthetic.
The design application adopts a layered, textural approach, combining evocative photography of the interiors and personal travel photos with memorabilia and keepsakes collected by William Holme, set against a rich and considered brand palette. This creates a cohesive visual language, acting as a natural continuation of the story told within the interiors of Sanctuary Knocker.
To ensure the brand had an appropriately contemporary feel, a series of patterns were developed from the shapes within the suite logos. These patterns introduced a modern layer to the identity, ensuring it felt current and relevant when subtly applied across interior elements. This is very apparent when viewing the suites shower screens and furnishings, which add texture without overwhelming the spaces.
Overall, the project combines storytelling, design, and environment to create a brand that feels thoughtful, distinctive, and cohesive, offering guests an experience that is both elegant and immersive.
To discover more about William’s story or to book a stay visit www.sanctuaryknocker.co.uk
Charlie's Hotdogs Branding
Design
- Branding
- Brand story development
- Brand social assets
- Packaging
Charlie’s is a gourmet hotdog concept designed to retail within the affluent boroughs of London and created to challenge perceptions of what fast food can be. Rather than focusing solely on product, the brand is built around a central character Charlie, whose story and personality shape every aspect of the experience.
At the heart of the concept is Charlie’s personal journey within the food industry, deeply influenced by his relationship with his grandfather. These formative memories of learning about food, craft, and care serve as the foundation of the brand, giving it authenticity and warmth while ensuring it also feels personal, nostalgic, and confident without being pretentious.
This sense of personality is most clearly expressed through the logo, created using custom handcrafted typography. Designed to resemble a signature, the mark reinforces the essence of Charlie, adding a personal and ownable element within the brand. The script styling introduces fluidity and character, but careful attention has been paid to ensure legibility is not compromised. A considered balance between expressive script styling and legibility ensures it remains both distinctive and ownable while remaining functional across applications.
The colour palette further supports the brands positioning, combining deep burgundy tones with soft creams and refined gold accents. Burgundy introduces richness and indulgence, anchoring the brand in a sense of depth and quality, while cream provides warmth and balance, ensuring the identity remains approachable. Gold is used sparingly but deliberately, acting as a highlight that signals premium craft and attention to detail. Together, these colours create a visual language that feel elevated without becoming inaccessible, perfectly aligned with its intended audience.
The art direction embraces a handcrafted approach, layering sketch-style illustrations with travel inspired photography and tactile textures to create a sense of depth and visual intrigue while highlighting Charlie’s story and experiences. A series of bespoke illustrations and icons were developed to further bring Charlie’s story to life, referencing moments from his past and elements of his culinary journey.
Across packaging, interiors, and digital touchpoints, the brand maintains a consistent yet dynamic presence, balancing structure with expressive detail. Ultimately, Charlie’s elevates the fast-food experience by combining storytelling, craftsmanship, and thoughtful design, transforming a simple offering into a brand with depth, personality, and lasting appeal. It is not just about selling gourmet hotdogs; it is about inviting people into a world shaped by memory, passion, and personality, where every detail reflects the spirit of Charlie himself.
Willow Branding
Design
- Name generation
- Branding
- Brand social assets
- Menu development
Set within the grounds of Hadrian's Hotel in Northumberland, Willow is a fine-dining restaurant whose identity is intrinsically tied to its landscape. The project encompassed name generation, branding, art direction and application, resulting in a cohesive visual language that reflects both the venue’s setting and its culinary offering.
The name Willow was inspired by the large weeping willow tree that stands within the hotel’s grounds. More than a simple geographical reference, the willow carries symbolic weight. Known for its ability to bend without breaking, it represents adaptability and resilience in the face of adversity — qualities that resonate strongly within hospitality and the discipline of fine dining. The name feels elegant and understated, soft yet assured, establishing a tone that balances refinement with quiet strength.
The branding adopts a contemporary, clean aesthetic, anchored by a geometric willow tree logo mark. The structured form introduces precision and modernity, while the subject matter preserves a connection to heritage and nature. Embedded subtly within the logo is hidden restaurant iconography: a fork integrated into the form of the tree. This discreet detail reinforces the nature of the venue without disrupting the elegance of the mark, rewarding closer attention and adding conceptual depth.
The colour palette draws from deep, earthy tones that echo the organic, seasonal ingredients featured within Willow’s dishes. These confident tones provide a strong foundation for imagery overlays, allowing colour and vibrancy to be injected through photography. The palette becomes both atmospheric and functional, supporting flexibility across applications while maintaining a cohesive aesthetic.
Art direction plays a pivotal role in shaping the brand’s aesthetic. Striking abstract imagery of willow trees are layered with subtle colour overlays that add warmth and distinction without overwhelming the composition. Alongside this, hero imagery captures the craftsmanship and quality of the culinary dishes created by Willow’s Executive Chef Aaron McLellan.
Across menus, printed materials and digital touchpoints, the identity remains controlled and intentional. The geometric mark scales with confidence, the serif typography provides authority and elegance, while the earthy palette anchors each application. Together, these elements form a brand that feels refined yet grounded, contemporary yet timeless.
Hadrian's Hotel Branding
Design
- Branding
- Copywriting
- Website design
- Brand social assets
- Menu development
Hadrian’s Hotel in the heart of Northumberland is a project we developed for a long-standing client encompassing brand identity, art direction, and application for their new hotel and pub that would feel both historically grounded and confidently modern.
From the outset, the ambition was clear: to create a visual language that celebrate the region’s rich heritage while presenting a bold, modern hospitality experience.
Positioned within close reach of several Roman sites, including Housestead’s Roman Fort, the identity draws from this context, utilising the distinct geometric footprint of these sites as a key conceptual influence in shaping the brand mark. These structural references are layered with subtle hotel iconography – the room key, ensuring the venue’s function is clearly communicated while maintaining a symbolic connection to its surroundings.
Textured edging and graphic speckled overlays play a key role within the identity. Inspired by weathered stone these textural elements help evoke an aged look and feel while adding to the ownable elements featured within the brand.
The art direction adopts a tactile, expressive aesthetic comprising close crops of warm, inviting materials found around the venue alongside subtle references to the local landscape through panoramic visuals and earthy macro shots.
The colour palette draws from the uniforms worn by Roman soldiers stationed along Hadrian’s Wall, incorporating deep reds and warm orange tones as well earthy neutrals and rich charcoals. These historic influences are reinterpreted to offer a deep base of rich colour while brighter hues and contrasting tones are utilised to inject some modernity, resulting in a palette that feels vibrant and contemporary while retaining its warmth, heritage and richness.
The final identity is applied to menus, coasters, printed materials, and digital touch-points, all adopting layered textures and bold typographic compositions, positioning Hadrian’s Hotel as a modern landmark inspired by ancient foundations — a space where heritage informs experience, and bold design brings Northumberland’s history vividly into the present.
Golden Phoenix Menu Design
Design
- Strategy & planning
- Design & layout
- Print finish development
Golden by name, golden by nature. Golden Phoenix, based in the heart of London's Soho district, required assistance with their creative strategy, development and planning for a new set of extensive menus.
The Golden Pheonix’s dining offering is rooted in tradition yet thrives in Soho’s fast-paced, contemporary restaurant scene, so the menus needed to reflect both authenticity and refinement. From the outset, the goal was to create an easy to navigate system that felt clear and intuitive, offering a menu experience that captured audience’s attention whilst also highlighting the heritage and origin of their dishes.
A significant part of the project involved carefully planning and organising the hundreds of dishes on offer. The challenge was not simply aesthetic but also highly strategic, with each dish needing to be fully considered, evaluated, and positioned within a clear hierarchy. This required close collaboration with the client to understand the main dish categories, specialities, and how guests typically navigate the menu. Developing a strong strategy and structured plan was essential to distil such an extensive offering into a format that was both manageable and engaging.
The final menu system was filtered into clearly defined sections based on key dish types, allowing diners to navigate with ease. Carefully selected images were integrated throughout the menu to showcase the food, add visual interest, and help diners identify unfamiliar dishes, enhancing both usability and appetite appeal.
To complete the experience, premium print finishes were chosen to reflect the quality of the cuisine. The menus were bound in a faux leather casing and finished with bright gold foiling that added a sense of luxury while increasing their durability over time.
IPW1 2026 Campaign
Design
- Illustration
- Campaign development
- Window vinyl
- Calendar artwork
Our long-term client and print partner IPW1 have developed to become one of London’s leading independent print suppliers. Growing steadily for over fifty years, they owe much of their success to quality customer service, a strong referral system and their incredibly high standard of finish.
From our first collaboration together in 2018, we have worked closely on several projects for IPW1’s own business. This included a full brand refresh in 2023, developing a new look and feel that reflected their commitment and investment to innovation and digital print technology. The rebrand saw the introduction of a bashful new approach that ensured they stood out like never before, through new vibrant window vinyl’s, strikingly colourful walls, as well as calendars and business cards.
A series of characters and illustrations were introduced as part of the company’s new universe; a larger-than-life world called the ‘Colourdome’ which could be found in their print shop. With colour excellence at its core, IPW1’s ongoing campaigns and applications can now offer a unique style and story that sets them apart from their competitors.
This year’s campaign has been developed with the ‘Colourdome’ in mind, further evolving the illustration set to produce a range of striking visuals. A series of commonly black and white items have been selected, illustrated and positioned to produce detailed repeat patterns. A singular character within each of the patterns has been brought to life with bold colour application and paint explosions to highlight the main campaign theme, enforcing the idea of IPW1’s services and unique approach to colour helping clients “stand out from the crowd”.
The campaign theme and accompanying visuals were featured alongside witty messaging relating to the subject of each pattern and applied to a range of collateral including their 2026 calendar, full store front window vinyls and external advertising posters.
Learn more about IPW1 and their offering at www.ipw1.co.uk
McDermott Fitness Academy Branding
Design
- Branding
- Brand social assets
- Merch design
- Manuals/Certificates
- Web design
We were asked to work on building a brand identity for McDermott Fitness Academy, a fitness business specialising in educating personal trainers through courses and qualifications. They wanted their new brand to represent their passion for education, their discipline, and their mission to set a new standard in the industry.
Through our brand workshop, we were able to bring clarity to MFA by helping establish their brand vision and understand their greater mission. It was evident that MFA was driven by education, since the founder’s own experience stems from being a school teacher prior to being a fitness coach. We wanted the new brand identity to be reflective of this, as well as his mission for positive change through making fitness accessible for all bodies and abilities. It was clear from the beginning that David McDermott was fuelled through learning as he was a believer and follower of the student mentality himself, and therefore we captured this through the academy-inspired badge logo mark.
Within the mark includes a multitude of what encompasses MFA; the ‘M’ for McDermott, weighted plates to represent strength & weight training, the three bars translating to their three core pillars: accessibility, community, credibility, and lastly, the barbell that links those all together.
After an extensive amount of industry research, it was clear from what was currently present within the fitness industry that there was a large presence of colour combinations that do not appeal to the approachability that MFA want to communicate. Our solution was a gradient comprised of a sliding scale of cool tones (navy/purple) to a vivid accent (hot pink). This fresh and contrasting palette stands out against competitors with ease, and when applied across all collateral, makes for an engaging and eye-catching identity.
Grain to Glass Branding
Design
- Branding
- Website design and implementation
- Brand social assets
- Stationery
Mathias Lentz, founder of Grain to Glass, brings over 15 years of invaluable experience to the beer industry, where he has established himself as a leader in product development, production, sales, distribution, and innovation. Today he utilises his extensive knowledge and expertise by offering consultancy and advice to people at all points within the brewing process.
Mathias reached out for our assistance with developing a brand identity for his new venture, with a core focus on his multi-level expertise.
We began the process with a workshop to obtain a deeper understanding of Mathias’s key goals and what he wanted to achieve from the brand. Through this exercise we found the intricacies of the brewing process mirrored the detailed knowledge Mathias possessed – something he was incredibly passionate about highlighting within the brand.
The result was the creation of a brand that focussed on every level of the brewing process, which had a clear mission to enhance efficiency through both business and environmental perspectives. This led to the creation of a highly considered corporate identity with a simplistic logo mark that highlighted the story of beer brewing while also injecting the key attributes of Mathias himself. The mark worked to reflect the various stages of the brewing process as well as historical methods used, all whilst presenting Mathias’ extensive knowledge on the subject.
The accompanying palette was developed to reflect the key components used within the brewing process. Blue tones were used to represent the water, whilst the beige and cream hues mirror the malt and barley.
A complimentary brand pattern was created based on the brand palette, mirroring the shapes and forms of the logo mark while also providing a strong template to produce various visual collateral ensuring a cohesive brand aesthetic.
A3M Branding
Design
- Branding
- Website design and implementation
- Brand social assets
- Merch design
- Packaging
- Signage and stationery
A3M are a Portsmouth-based company that have been creating bespoke visual solutions for print, merchandise, apparel and exhibition spaces for brands across the world since 1986. In anticipation of their 40-year anniversary they wanted to strengthen their brand ideology and develop a new identity that would successfully usher in a new era of A3M.
Working with the team we first undertook a workshop session to get a stronger sense of who they were and where they saw themselves moving forward. The workshop proved invaluable in offering a clear understanding of the brands strengths and opportunities, along with a deeper knowledge of where they wanted to position themselves within the market.
Through discussions to better understand the origin of the company name we found it lacked a clear rationale and therefore presented an opportunity to develop a definitive brand ethos that could be adopted moving forward, as well as a unique concept we could weave throughout the revised brand.
A3M evolved to represent “A 3 Mentality” – an attitude formed from their very DNA. This new ethos was built from the knowledge and expertise gained throughout their rich past. It flows in to their present, with how they apply focus and attention to detail within every project, and it’s how they plan for their future, with a constant investment in new technology and capabilities. ‘A 3 Mentality’ is what makes A3M different, it’s a way of life that can be used to approach every project and it’s what sets them apart from their competitors.
We embraced this new philosophy when developing the brands new look and feel. ‘3’ was the key influence that drove the design, leading to the contemporary logomark. The combined type utilises triangular forms while the three featured within the negative space – representative of a stitch – brings the whole brand together.
The theme was continued throughout every part of the brand. The art direction features custom brand patterns, which were produced by merging various palettes of three core paints, resulting in a unique set of visuals that mirror the nature of the organisation while also subtly reflecting their company’s newly adopted ideology.
The application of the brand embraces clean and confident layouts that allows the imagery and project work to take centre stage. The charcoal black hue from the brand palette offers a successfully contrasting base layer, which is used to compliment the new, modern direction of A3M, while the striking paint patterns inject energy, excitement and a little edge.
The completed brand resulted in a range of flexible application options that can now be put to work across all touchpoints from packaging, signage, social content, website design, merchandise, and stationary.
