What We Did
& Brian Steely
Lazy Ballerinas
Unearthing history to bring elegance to Fleet Street
What We Did
the brief
Following the successful creation of The Lampery, Apex Hotels challenged us to continue bringing their Food & Beverage strategy to life, by creating an identity for their new wine bar, restaurant and cocktail lounge at their Temple Court property. Nestled away behind Fleet Street, they needed a strong and relevant proposition that would make the outlet a destination in its own right and attract customers beyond hotel guests.
The Challenge
When it comes to going out choices, Londoners are some of the most spoilt in the world. As a hidden property in the city, we needed a differentiated proposition that would excite and appeal to local business and residents as well as guests.
With three different food and beverage offers on property, each with their own distinct menu, ambience and style we also needed to create an umbrella brand that allowed guests to understand each outlet was connected, whilst providing the flexibility to communicate what made them different, encouraging exploration across the offer.
the solution
As a luxury hotel and offer, we identified our target audience as ‘Refined Culture Seekers’. Well-travelled and discerning in taste, they prefer authentic brands with rich stories to tell. They have a passion for discovery and enjoy learning new things, with the ultimate goal of building their cultural wealth that can be shared with others.
Based on this knowledge, we used the hidden location and unique history of the property to create rich storytelling opportunities, build intrigue and draw guests on site.
Taking inspiration from the archives of Temple Court, we unearthed a collective of amicable societies bound by their passion for the good things in life. The first society, Lazy Ballerinas dedicates its time to the enjoyment of good wine. The second, Mischief Makers to fun mixology and the third, Social Diners to the pleasure found in a great meal shared with friends.
Hue & Cry created the names for each society and then brought each proposition and its unique attributes to life. In Lazy Ballerinas, we created a brand that evokes traditional heraldic crests, which are often ornate and always imbued with symbolism. The style has a playful modern twist, reflecting the quirky characteristics and interests of this beautiful and historic location.
