Before it became a hotel bar, this North Bridge site was home to Edinburgh’s Restaurant Orchestra for almost forty years. As part of a £20 million redevelopment of the Hilton Edinburgh Carlton, the venue needed an identity that would make it a destination in its own right.
We built the brand around the orchestra’s conductor, Herbie More, a real Edinburgh character whose energy and theatricality gave the venue its name and personality. By rooting the brand in the building’s own history, we gave it a story no competitor could replicate.
That idea shaped every aspect of the identity. The logo takes the form of an orchestra seating plan, doubling as a framing device across photography, menus and other brand touchpoints. A secondary icon, inspired by the flourish of a conductor’s baton keeping 4/4 time, is used sparingly to add flair without competing with the primary mark. A rich palette of gold, black and white reinforces the venue’s premium feel, while a classic, timeless typeface lets the story take centre stage.
Our work included the development of the bar’s brand guidelines, implementation of the identity across customer touchpoints, and support for the venue’s launch to local media and guests.
