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The Troubadour Brand

Established in 1954, The Troubadour is London’s legendary coffee house and music venue that has played host to major artists from Bob Dylan and Jimi Hendrix to Morrissey.

New owners Simon and Susie Thornhill wanted to create a larger cellar club and add a wine shop and hotel without losing the authentic 1950s boho chic and loyal customer base.

We mapped and defined the key qualities of the Troubadour brand to create a brand platform for the expansion and used existing brand elements to create a new visual identity. Working with Peter Gray, we designed the additional interiors and exteriors so that new flows seamlessly into old to form a cohesive and consistent customer experience.