BSK
Launching a flagship restaurant at London’s highest dining destination
BRAND EVOLUTION/CAMPAIGN
Bread Street Kitchen 22 Bishopsgate is the brand’s flagship restaurant, set within Europe’s highest dining destination and offering one of the best views in London. The launch marked a new level of scale, visibility, and ambition for BSK.
The launch needed to give Bread Street Kitchen a more defined and elevated expression, while still retaining the recognisable energy of the restaurant: bold British dishes, a relaxed atmosphere, and a directness associated with Gordon Ramsay.
I worked across the creative direction and design of the launch, developing A Sharper Edge, a campaign platform designed to connect the attitude of BSK with the height, geometry, and architectural presence of 22 Bishopsgate.
BSK
Launching a flagship restaurant at London’s highest dining destination
BRAND EVOLUTION/CAMPAIGN
Bread Street Kitchen 22 Bishopsgate is the brand’s flagship restaurant, set within Europe’s highest dining destination and offering one of the best views in London. The launch marked a new level of scale, visibility, and ambition for BSK.
The launch needed to give Bread Street Kitchen a more defined and elevated expression, while still retaining the recognisable energy of the restaurant: bold British dishes, a relaxed atmosphere, and a directness associated with Gordon Ramsay.
I worked across the creative direction and design of the launch, developing A Sharper Edge, a campaign platform designed to connect the attitude of BSK with the height, geometry, and architectural presence of 22 Bishopsgate.
BSK
Launching a flagship restaurant at London’s highest dining destination
BRAND EVOLUTION/CAMPAIGN
Bread Street Kitchen 22 Bishopsgate is the brand’s flagship restaurant, set within Europe’s highest dining destination and offering one of the best views in London. The launch marked a new level of scale, visibility, and ambition for BSK.
The launch needed to give Bread Street Kitchen a more defined and elevated expression, while still retaining the recognisable energy of the restaurant: bold British dishes, a relaxed atmosphere, and a directness associated with Gordon Ramsay.
I worked across the creative direction and design of the launch, developing A Sharper Edge, a campaign platform designed to connect the attitude of BSK with the height, geometry, and architectural presence of 22 Bishopsgate.
CHALLENGE
Bread Street Kitchen is a familiar name in London, but its visual identity needed more depth and distinctiveness to support a flagship launch of this scale. The challenge was to create a more defined and elevated expression for BSK that felt premium enough for the setting, while still retaining the energy and accessibility of the restaurant, and flexible enough to work across everything from large-format OOH to fast-moving social, CRM, and digital.
CHALLENGE
Bread Street Kitchen is a familiar name in London, but its visual identity needed more depth and distinctiveness to support a flagship launch of this scale. The challenge was to create a more defined and elevated expression for BSK that felt premium enough for the setting, while still retaining the energy and accessibility of the restaurant, and flexible enough to work across everything from large-format OOH to fast-moving social, CRM, and digital.
CHALLENGE
Bread Street Kitchen is a familiar name in London, but its visual identity needed more depth and distinctiveness to support a flagship launch of this scale. The challenge was to create a more defined and elevated expression for BSK that felt premium enough for the setting, while still retaining the energy and accessibility of the restaurant, and flexible enough to work across everything from large-format OOH to fast-moving social, CRM, and digital.
CHALLENGE
Bread Street Kitchen is a familiar name in London, but its visual identity needed more depth and distinctiveness to support a flagship launch of this scale. The challenge was to create a more defined and elevated expression for BSK that felt premium enough for the setting, while still retaining the energy and accessibility of the restaurant, and flexible enough to work across everything from large-format OOH to fast-moving social, CRM, and digital.
DESIGN & CREATIVE DIRECTION
A Sharper Edge introduced a bolder attitude to BSK, drawing on ’90s British food culture, Gordon Ramsay’s early TV presence, and the sharper, more outspoken energy associated with him. This was balanced with cues from 22 Bishopsgate itself, using the building’s height, geometry, and architectural structure to give the launch a sharper, more elevated feel.
The design approach combined bold typography, angular layouts, elevated photography, and moments of verticality inspired by the height and architecture of 22 Bishopsgate. I also art directed the shoot with Gordon Ramsay, using perspective and setting to connect the campaign back to the location.
Together, these elements pushed BSK into a more graphic and expressive space than the brand had ever used before, helping the launch feel sharper and more confident, while keeping enough warmth and energy for it to still feel accessible.
DESIGN & CREATIVE DIRECTION
A Sharper Edge introduced a bolder attitude to BSK, drawing on ’90s British food culture, Gordon Ramsay’s early TV presence, and the sharper, more outspoken energy associated with him. This was balanced with cues from 22 Bishopsgate itself, using the building’s height, geometry, and architectural structure to give the launch a sharper, more elevated feel.
The design approach combined bold typography, angular layouts, elevated photography, and moments of verticality inspired by the height and architecture of 22 Bishopsgate. I also art directed the shoot with Gordon Ramsay, using perspective and setting to connect the campaign back to the location.
Together, these elements pushed BSK into a more graphic and expressive space than the brand had ever used before, helping the launch feel sharper and more confident, while keeping enough warmth and energy for it to still feel accessible.
DESIGN & CREATIVE DIRECTION
A Sharper Edge introduced a bolder attitude to BSK, drawing on ’90s British food culture, Gordon Ramsay’s early TV presence, and the sharper, more outspoken energy associated with him. This was balanced with cues from 22 Bishopsgate itself, using the building’s height, geometry, and architectural structure to give the launch a sharper, more elevated feel.
The design approach combined bold typography, angular layouts, elevated photography, and moments of verticality inspired by the height and architecture of 22 Bishopsgate. I also art directed the shoot with Gordon Ramsay, using perspective and setting to connect the campaign back to the location.
Together, these elements pushed BSK into a more graphic and expressive space than the brand had ever used before, helping the launch feel sharper and more confident, while keeping enough warmth and energy for it to still feel accessible.
DESIGN & CREATIVE DIRECTION
A Sharper Edge introduced a bolder attitude to BSK, drawing on ’90s British food culture, Gordon Ramsay’s early TV presence, and the sharper, more outspoken energy associated with him. This was balanced with cues from 22 Bishopsgate itself, using the building’s height, geometry, and architectural structure to give the launch a sharper, more elevated feel.
The design approach combined bold typography, angular layouts, elevated photography, and moments of verticality inspired by the height and architecture of 22 Bishopsgate. I also art directed the shoot with Gordon Ramsay, using perspective and setting to connect the campaign back to the location.
Together, these elements pushed BSK into a more graphic and expressive space than the brand had ever used before, helping the launch feel sharper and more confident, while keeping enough warmth and energy for it to still feel accessible.
ROLLOUT
The campaign was rolled out across digital, CRM, print, motion, and OOH, including high-visibility placements at Waterloo Station and advertising sites across London, from roadside formats to tube stations. Across key touchpoints, the system used bold messaging, angular layouts, movement, and occasional moments of verticality to add a playful nod to the height of 22 Bishopsgate.
ROLLOUT
The campaign was rolled out across digital, CRM, print, motion, and OOH, including high-visibility placements at Waterloo Station and advertising sites across London, from roadside formats to tube stations. Across key touchpoints, the system used bold messaging, angular layouts, movement, and occasional moments of verticality to add a playful nod to the height of 22 Bishopsgate.
ROLLOUT
The campaign was rolled out across digital, CRM, print, motion, and OOH, including high-visibility placements at Waterloo Station and advertising sites across London, from roadside formats to tube stations. Across key touchpoints, the system used bold messaging, angular layouts, movement, and occasional moments of verticality to add a playful nod to the height of 22 Bishopsgate.
ROLLOUT
The campaign was rolled out across digital, CRM, print, motion, and OOH, including high-visibility placements at Waterloo Station and advertising sites across London, from roadside formats to tube stations. Across key touchpoints, the system used bold messaging, angular layouts, movement, and occasional moments of verticality to add a playful nod to the height of 22 Bishopsgate.
OUTCOME
The launch delivered record-breaking booking figures for Gordon Ramsay Restaurants, showing the value of taking a bolder creative approach for BSK.
OUTCOME
The launch delivered record-breaking booking figures for Gordon Ramsay Restaurants, showing the value of taking a bolder creative approach for BSK.
OUTCOME
The launch delivered record-breaking booking figures for Gordon Ramsay Restaurants, showing the value of taking a bolder creative approach for BSK.
OUTCOME
The launch delivered record-breaking booking figures for Gordon Ramsay Restaurants, showing the value of taking a bolder creative approach for BSK.
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© 2025 Ross Hammond
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© 2025 Ross Hammond
GET IN TOUCH
© 2025 Ross Hammond
GET IN TOUCH
© 2025 Ross Hammond
GET IN TOUCH
© 2025 Ross Hammond