CHARLOTTE CROSS   [x]WORKABOUTARCHIVE

PROJECT/



Research
Concept Development      
Logo Design
Visual Identity
Collateral
Guidelines

Photography/
Construct London
The Dorchester Collection

Work created at Construct




   





 











THE GRILL BY TOM BOOTON



The Grill by Tom Booton is a restaurant within The Dorchester, led by Tom Booton whose approach to cooking is rooted in high-quality, locally sourced ingredients.

The identity celebrates the often overlooked relationship between chef and supplier. Inspired by village delivery packaging from the 1930s, the era in which The Grill first opened, it draws on the ephemera of daily deliveries essential to the running of the restaurant.

A modular logo was developed as a flexible brand element, able to adapt to applications, bringing a practical yet playful touch to the branding.

The visual identity borrows from the timeless utilitarian aesthetics of local markets and grocers of the same era. At the core of these village institutions was a sense of personal service and language, reflected in the bespoke copywriting used throughout the brand applications.

01/            LOGO INSPIRATION

The logo references Jacunda, a typeface designed in the 1930s by Stanley Baxter. Its utilitarian foundation is lifted by subtle wave-like crossbars and flicked terminals, adding warmth and character.

The modularity allows the identity to adapt and separate, seamlessly framing the menu and highlighting the dishes—a fusion of fresh local produce and Tom’s culinary passion.  

         02/            HISTORIC INSPIRATION

In the 1930s, when The Grill opened, daily deliveries were essential. Grocers, post offices, and bakeries formed a connected community, bringing locally sourced produce to your doorstep.

HISTORIC INSPIRATION

In the 1930s, when The Grill opened, daily deliveries were essential. Grocers, post offices, and bakeries formed a connected community, bringing locally sourced produce to your doorstep.

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