A brand refresh delivering a livelier guest experience
Brand Strategy & Design | Art Direction | Marketing Campaigns | Interior Design | Architecture
France and food – they’re inseparable. The challenge is to signal a Frenchness that’s distinctive without pastiche or stuffiness. So we looked for the spirit of modern France in the relaxed elegance and easy, day-to-night transitions of French regional dining.
The new Côte has more colour, light and variety, the theatre of a feature bar, and bespoke floral murals by Normandy artist, Claire de Quénetain. We looked for authenticity, self-confidence, and community spirit with a full brand refresh, updating everything from menu collateral to uniforms and tableware. It needed more joie de vivre and a genuine connection to the local community. The result is warm, welcoming, and hyperlocal – a chain joyfully unchained.
Director: Toby Mitchell, commissioned by I-AM London