Email | Call Us +44 (0)20 7801 8900

News & Views

Evolving the Brand of One of London’s Oldest Cafés and Clubs

April 27, 2011

Manifest has recently completed the brand evolution of The Troubadour, London’s legendary coffee house and music venue that has played host to major artists from Bob Dylan and Jimi Hendrix to Morrissey and more.

Established in 1954, it had been acquired by Simon and Susie Thornhill who wanted to triple the footprint to create a larger restaurant area, cellar club and add a wine shop, gallery and hotel.  However the Thornhills were concerned that making these changes risked losing the authentic 1950s boho chic and the loyal customer base that goes with it.

Manifest was consulted and we felt that with careful handling the brand could be evolved to retain the authentic Troubadour experience. We carefully mapped and defined the key qualities of the Troubadour brand and created a brand manual to help manage the expansion and transition. Working with Peter Gray Design, we have been involved in designing schemes for the new interiors and exteriors with the result that new flows seamlessly into old to form a cohesive experience.