Bread Street Kitchen
Launching Gordon Ramsay’s flagship restaurant at London’s highest dining destination.
Bread Street Kitchen 22 Bishopsgate marked a major milestone for Gordon Ramsay Restaurants, launching as part of his biggest restaurant project to date and celebrating his 100th restaurant worldwide. Set within London’s highest dining destination, the flagship launch needed to feel bold enough for the location while still carrying the relaxed, direct energy people expect from Bread Street Kitchen.
The launch also coincided with Being Gordon Ramsay, the Netflix documentary following the creation of Gordon Ramsay’s 22 Bishopsgate restaurant project, adding a wider cultural spotlight to an already high-profile opening.
The challenge was to give the brand a sharper and more elevated expression without losing its warmth, accessibility and Gordon Ramsay attitude.
A Sharper Edge introduced a campaign platform built around the energy of Bread Street Kitchen and the height, geometry and architectural presence of 22 Bishopsgate.
Bread Street Kitchen 22 Bishopsgate marked a major milestone for Gordon Ramsay Restaurants, launching as part of his biggest restaurant project to date and celebrating his 100th restaurant worldwide. Set within London’s highest dining destination, the flagship launch needed to feel bold enough for the location while still carrying the relaxed, direct energy people expect from Bread Street Kitchen.
The launch also coincided with Being Gordon Ramsay, the Netflix documentary following the creation of Gordon Ramsay’s 22 Bishopsgate restaurant project, adding a wider cultural spotlight to an already high-profile opening.
The challenge was to give the brand a sharper and more elevated expression without losing its warmth, accessibility and Gordon Ramsay attitude.
A Sharper Edge introduced a campaign platform built around the energy of Bread Street Kitchen and the height, geometry and architectural presence of 22 Bishopsgate.
Role
Role
Design Lead
Project
Project
In-house
Scope
Scope
Creative Direction, Campaign Design, Motion, Digital, OOH
Attitude meets altitude
Attitude meets altitude
Bread Street Kitchen is a familiar name in London, but this opening needed a more distinctive creative voice.
The direction drew from ’90s British food culture, Gordon Ramsay’s early TV presence and the more outspoken edge associated with him. These references brought attitude, pace and personality, while the setting added structure, height and a more elevated feel.
The result was a bolder, more graphic expression for the brand, pushing Bread Street Kitchen into a sharper visual space while keeping it open, energetic and accessible.
Bread Street Kitchen is a familiar name in London, but this opening needed a more distinctive creative voice.
The direction drew from ’90s British food culture, Gordon Ramsay’s early TV presence and the more outspoken edge associated with him. These references brought attitude, pace and personality, while the setting added structure, height and a more elevated feel.
The result was a bolder, more graphic expression for the brand, pushing Bread Street Kitchen into a sharper visual space while keeping it open, energetic and accessible.
Built for a city-wide launch
The campaign needed to work across everything from large-format OOH and station placements to CRM, social, digital, motion and print.
Bold typography, elevated photography, angular compositions and moments of verticality created a flexible system that could scale across every touchpoint. The shoot with Gordon Ramsay used perspective, setting and attitude to tie the campaign back to both the restaurant and the building.
Across the rollout, the system gave the launch a confident and distinctive presence across London.
The campaign needed to work across everything from large-format OOH and station placements to CRM, social, digital, motion and print.
Bold typography, elevated photography, angular compositions and moments of verticality created a flexible system that could scale across every touchpoint. The shoot with Gordon Ramsay used perspective, setting and attitude to tie the campaign back to both the restaurant and the building.
Across the rollout, the system gave the launch a confident and distinctive presence across London.
A record-breaking launch
The launch delivered record-breaking booking figures for a restaurant within Gordon Ramsay Restaurants, showing the value of giving Bread Street Kitchen a bolder creative platform for a flagship moment.
The launch delivered record-breaking booking figures for a restaurant within Gordon Ramsay Restaurants, showing the value of giving Bread Street Kitchen a bolder creative platform for a flagship moment.
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© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond