OUR WORK > BRUNSWICK BOOK CLUB BRANDING
INTERIOR ARCHITECTURE
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IDENTITY DESIGN.
CHALLENGE
Vittoria Group, a renowned name in Edinburgh’s hospitality scene, sought to break away from their traditional Italian restaurant model and reinvent a beloved institution in Leith. With a legacy spanning 50 years, this long-standing venue needed to evolve into something fresh, relevant, and enticing for a new generation. The aim was clear: create a bar-first venue with a warm, community-centric atmosphere, serving comfort food and drinks in a way that felt distinctly Leith.
The challenge? Transform the space and its identity while staying authentic to its deep community roots. The new brand had to connect with locals on a personal level, capturing Leith’s unique charm while standing out in a competitive hospitality market.
APPROACH
1. Defining the Brand Strategy
We began by working closely with Vittoria Group to establish a compelling brand purpose:
“Using our unrivalled hospitality expertise, family values, and Leith roots to create a warm and welcoming space that connects with a new generation.”
With this foundation, we developed a tone of voice that was:
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Inviting: Friendly and warm.
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Local: Infused with Leith’s playful, down-to-earth humour.
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Authentic: Reflecting family values, community spirit, and a deep respect for quality.
This set the stage for a venue that would cater to every occasion —morning coffee, leisurely lunches, evening cocktails, or nostalgic comfort food.
2. Concept Development
Inspired by the venue’s location on Brunswick Street overlooking the historic McDonald Road Library, we crafted the concept of the Brunswick Book Club. The library served as a metaphor for community, inclusiveness, and nostalgia, which became the heart of the brand.
Key elements of the concept included:
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The Story of Mary and the Seagull: Mary, a spirited librarian with a flair for Leith humour, became a central figure in the brand narrative. Accompanied by Leith’s oldest rebel—the seagull—these characters symbolized the venue’s playful yet rooted spirit.
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Community-Centric Design: The bar’s aesthetic was imagined as a blend of Leith’s understated charm and a nod to the nostalgia of library culture, creating a space that felt both familiar and fresh.
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coffee, leisurely lunches, evening cocktails, or nostalgic comfort food.
3. Bringing the Brand to Life
To translate the strategy and concept into a cohesive brand, we oversaw every touchpoint, ensuring consistency and attention to detail.
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Logo Design: The final logo captures the personality of the Brunswick Book Club with wit and charm. Mary, the librarian, confidently soars on the wings of the seagull while holding a cocktail—blending a playful narrative with a sophisticated edge.
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Colour Palette & Typography: A muted yet inviting palette paired with classic, serif typefaces echoes the timeless warmth of libraries while maintaining a contemporary edge.
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Menus, Signage & Wayfinding: Designed to be as functional as they are beautiful, each piece reinforces the brand’s accessible, community-focused ethos.
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Social Media & Marketing: From library-inspired captions to beautifully styled food and cocktail photography, we extended the brand’s voice across digital platforms, fostering engagement and excitement.
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Uniforms & Slogans: Staff uniforms and clever straplines brought the brand to life in-person with charm that resonated with customers.
RESULTS
The Brunswick Book Club launched to widespread acclaim, quickly becoming a beloved local hotspot. Key outcomes included:
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Customer Connection: The venue’s community-centric focus resonated deeply with locals, creating a welcoming environment that encouraged repeat visits.
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Distinct Identity: By blending Leith’s unique spirit with library-inspired nostalgia, the brand stood out in a competitive market while staying true to its roots.
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Operational Success: The seamless alignment of the brand across every touchpoint — menus, signage, social media, and beyond — ensured a cohesive customer experience, reinforcing the venue’s reputation for quality and character.
Every detail of Brunswick Book Club’s brand was crafted to tell a story and capture the heart of Leith while embracing a modern, inclusive spirit.
To find out more about this project or discuss getting together to form a powerful partnership, email us at info@studio-so.co.uk. We'd love to hear from you.
