Project Type: Visual Harmonization &
Typographic Curation
Client: The Black Penny
Year: 2025
the excellence of its cuisine and the poetry of its architecture were betrayed by functional graphic assets.
Our intervention was a surgical exercise in Visual Alignment. We did not alter their soul; we gave it a coherent voice. Through micro-typographic refinement and the creation of a proprietary illustrative code, we bridged
the gap between the flavor and the visual, ensuring that the brand’s graphic demeanor sits with the same dignity as its "Premium Core" offering.
Creative Direction
“Contemporary Patina”
The creative direction, Contemporary Patina, seeks to capture the timeless spirit
ofLondon—historic yet vibrant. We treated the typographic evolution not as a redesign,
but as a restoration, morphing the insignia into a circular seal that acts as a stamp
of quality. For the gastronomic folio (the menu), we dismantled the previous grid
to reconstruct a layout of absolute clarity and elegance. The new visual code introduces
a series of etched-style illustrations, blending vintage nostalgia with modern sharpness. These "visual artifacts" elevate the menu from a list of prices to a curated journal
of taste, reinforcing the atmospheric weight of the venue.
ofLondon—historic yet vibrant. We treated the typographic evolution not as a redesign,
but as a restoration, morphing the insignia into a circular seal that acts as a stamp
of quality. For the gastronomic folio (the menu), we dismantled the previous grid
to reconstruct a layout of absolute clarity and elegance. The new visual code introduces
a series of etched-style illustrations, blending vintage nostalgia with modern sharpness. These "visual artifacts" elevate the menu from a list of prices to a curated journal
of taste, reinforcing the atmospheric weight of the venue.
- Monetizing the Aura of a classic coffee shop-
In the luxury model, what is not perceived is not valued. Before our intervention, The Black Penny faced a "Value Gap"—the disconnect between their high-end product and their graphic presentation diluted their authority. By harmonizing these assets, we did not just improve aesthetics;
we unlocked the brand’s latent financial potential.
The results, validated by General Manager Jamie Bartt, confirm the power of coherence.
The meticulous typographic alignment and the elevation of the visual code generated a 50% surge in perceived value among patrons. This newfound authority allowed the brand to exercise Pricing Power, implementing an 18% increase without friction. Far from deterring clientele, this elevation attracted a more discerning tribe, resulting in a 25% increase in commercial volume. We proved that when design speaks the language of excellence, beauty becomes the most profitable strategy.
we unlocked the brand’s latent financial potential.
The results, validated by General Manager Jamie Bartt, confirm the power of coherence.
The meticulous typographic alignment and the elevation of the visual code generated a 50% surge in perceived value among patrons. This newfound authority allowed the brand to exercise Pricing Power, implementing an 18% increase without friction. Far from deterring clientele, this elevation attracted a more discerning tribe, resulting in a 25% increase in commercial volume. We proved that when design speaks the language of excellence, beauty becomes the most profitable strategy.