Julie's
One-of-a-kind
Strategy | Branding | Visual Identity | Copywriting
One-of-a-kind
Strategy | Branding | Visual Identity | Copywriting
Artists, thinkers, martini drinkers.
Since 1969, Julie’s has welcomed them all.
Since 1969, Julie’s has welcomed them all.
First opened by the celebrated Biba interior designer Julie Hodgess, the distinctive, decadent style and the discreet setting of Julie’s restaurant was an instant hit with actors, fashion icons, artists and royalty. Over the following fifty-something years, Julie’s became a treasure of the London dining scene – repeatedly used in film and television as a cultural landmark and hosting the colourful celebrations of many A-List stars.
After a brief hiatus of closure and now under the new ownership of Holland Park resident Tara MacBain, Julie’s needed to reaffirm its position as a destination restaurant for both Notting Hill locals and a new generation of discerning clientele. An iconic visual identity that reestablishes Julie’s legendary status, while consolidating brand communications across multiple channels, was defined.
With a nod to Julie’s formative era and the expressive letterforms of 60s and 70s typography, the restaurant’s bespoke, re-imagined wordmark, features a stunning capital ‘J’ that, when paired with a Bibaesque holding device, also forms the identity shorthand.
Self-assured that with Julie’s, something special is represented, copy embraces an approachable, sparkling, slightly naughty, but always hospitable tone. With swashes and ball terminals peppered across the wider typeset, a touch of sophisticated playfulness and 70s exuberance is ensured across every communication.
Exploring the legend of Julie’s inspired a modular suite of pattern and illustration. With contributions from West London creatives, a one-of-a-kind tapestry, representing the venue’s unique links to the history, arts and culture of West London, was woven across print collateral.
The restrained, unassuming appearance of the restaurant’s exterior belies the characterful aesthetic and lively experience within. Photography plays a central role in capturing the venue’s energy – sensitive combinations of colour and content elevate the restaurant’s distinctive atmosphere and its ongoing love affair with the W11 locale.
Along with a delicious interior refurbishment, Julie’s relaunches with an identity befitting not merely a restaurant, but an irreplaceable institution – a welcoming haven of artistic curation, collaboration and excellence that reflects the neighbourhood’s vibrant, bohemian spirit.
Here’s to the life and soul of W11.
Photography: Charlie McKay, Peter Lowbridge, Ingrid Rasmussen
Interiors: Rosanna Bossom
Interiors: Rosanna Bossom
