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.