IHG Hotels & Resorts

What we did

Strategy, Branding

Distilling the risqué essence of Twenties racecourse gangs

The concept behind this intimate and sophisticated speakeasy bar in Clerkenwell takes inspiration from the local legend Charles Sabini, known as Clerkenwell's “King of the racecourse gangs” in the early 20’s.

To craft the visual identity, we drew on the risqué racecourses and the clandestine culture of the underground gangs that ran them under Charles Sabini.

We developed a graphic language inspired by earlier twentieth century racing ephemera, from cards to spinning wheels, tickets and jockey uniform patterns.

The resulting identity is richly layered and exciting, full of hidden details to discover and a world to enter into for the night.