The River Restaurant
The River Restaurant
The River Restaurant sits within The Savoy, one of London’s most iconic hotel settings, but the brand needed to stand more confidently as a restaurant in its own right.
The ambition was to create a more modern, vibrant and relaxed expression of seafood dining, moving away from predictable Art Deco hotel luxury while still respecting the elegance of the setting.
The Modern Wave introduced a refreshed brand direction inspired by water, reflection, light and the changing rhythm of the restaurant throughout the day.
The River Restaurant sits within The Savoy, one of London’s most iconic hotel settings, but the brand needed to stand more confidently as a restaurant in its own right.
The ambition was to create a more modern, vibrant and relaxed expression of seafood dining, moving away from predictable Art Deco hotel luxury while still respecting the elegance of the setting.
The Modern Wave introduced a refreshed brand direction inspired by water, reflection, light and the changing rhythm of the restaurant throughout the day.
Role
Role
Design Lead
Project
Project
In-house
Scope
Scope
Brand Identity, Brand Strategy, Creative Direction, Motion, Illustration
New school seafood in an old school location
New school seafood in an old school location
The challenge was to create an identity that felt premium enough for The Savoy, while giving The River Restaurant more warmth, energy and personality of its own.
The brand also needed to support a broader all-day offer, from breakfast and coffee through to lunch, dinner and evening drinks, without each moment feeling like a separate experience.
Built around the idea of new school seafood in an old school location, the direction created a more fluid, contemporary world for the restaurant.
The challenge was to create an identity that felt premium enough for The Savoy, while giving The River Restaurant more warmth, energy and personality of its own.
The brand also needed to support a broader all-day offer, from breakfast and coffee through to lunch, dinner and evening drinks, without each moment feeling like a separate experience.
Built around the idea of new school seafood in an old school location, the direction created a more fluid, contemporary world for the restaurant.
A lighter, fresher expression
The identity combines expressive serif typography, a simple humanist sans, a richer palette inspired by water and light, and abstract painted textures drawn from waves and reflection.
Single-line illustration, natural materials, cinematic photography and subtle motion help create an identity that feels premium but less formal, with more warmth, flow and character.
The system gives The River Restaurant a clearer world of its own, allowing the brand to feel calm and refined in some moments, then brighter and more expressive across campaign, content and all-day dining touchpoints.
The identity combines expressive serif typography, a simple humanist sans, a richer palette inspired by water and light, and abstract painted textures drawn from waves and reflection.
Single-line illustration, natural materials, cinematic photography and subtle motion help create an identity that feels premium but less formal, with more warmth, flow and character.
The system gives The River Restaurant a clearer world of its own, allowing the brand to feel calm and refined in some moments, then brighter and more expressive across campaign, content and all-day dining touchpoints.
A clearer direction
The work helped reposition The River Restaurant as a more confident, modern all-day seafood destination within The Savoy.
By balancing the heritage of the setting with a fresher visual language, the direction gives the restaurant a stronger identity of its own.
The work helped reposition The River Restaurant as a more confident, modern all-day seafood destination within The Savoy.
By balancing the heritage of the setting with a fresher visual language, the direction gives the restaurant a stronger identity of its own.
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© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond