Home House: The Restaurant
Brand Identity for Private Members Club on Portman Square
London’s Home House, located across three Georgian town houses at 19, 20 and 21 Portman Square, is a Private Members Club offering its affiliates the dramatic fusion of the old and the new. Felix&Friends created a sophisticated and dramatic design for the launch of The Restaurant at Home House. The stunning Georgian rooms with views across leafy Portman Square are home to brasserie-style dining at its best.
The circular staircase that became a colour system
The starting point was the building. Home House's celebrated internal circular staircase, one of the most recognisable features of the property and designed in the late eighteenth century, offered more than a reference point. It offered a complete colour world. Warm without being conventional, considered without being conservative. Felix&Friends drew the palette directly from the staircase and used it as the structural logic for every design decision that followed, from menu covers to stationery.
A brand identity that captures attention
The identity was built around precision letterforms set with the weight and proportion the Georgian setting demanded. Against that typographic authority, foil techniques and vintage print references introduced warmth and tactility. The result is collateral that reads as genuinely crafted rather than produced. A member notices the quality before they have engaged with the content.
The colour treatment, drawn from the staircase palette and carried consistently across the full print suite, unified the family without making it uniform. Each piece holds its own character while the relationship between them is immediately clear.
Menu design as the primary hospitality brand touchpoint
Menu design sat at the centre of the project. The menu is the most consistently handled piece of communication in any restaurant, the object a guest spends the most time with, holds in their hands and forms an opinion about before the food arrives. Felix&Friends treated it with the same level of creative consideration as the room it would be read in. Scale, paper weight, typeface, colour and print finish were all resolved as a single argument rather than a series of separate decisions.
Brand identity, stationery and print production across the full launch suite. The full project scope covered brand identity development, brand positioning, a stationery suite and print production for the restaurant launch. Every touchpoint was resolved to the same standard, from the broadest brand expression to the smallest printed detail.
Heritage and new thinking working together
The most persistent failure in private members' club design is collateral that looks correct but fails to reflect the specific character of the place. Felix&Friends resolved that by treating heritage and energy not as opposing forces to be balanced, but as the same force expressed differently across the same space. The identity that resulted reads as though it has always belonged to the building. That is the hardest outcome to design and the only one worth pursuing.
For Felix&Friends, the Home House project reinforces a consistent position across the agency's hospitality portfolio. The strongest dining brand design is never visible as design. It is present in the weight of a menu, the register of a typeface, the way a colour reads in a candlelit Georgian room.
homehouse.co.uk