Much like the entrance to the HDN bar, the logo on first glance looks simple enough. But take a closer look and you’ll notice subtle design tweaks: all three counters have been arranged to represent the descending steps into the space. These three lines can also be used throughout the identity to bring a sense of mystery and play, informing signage, lighting and type layouts.

In a move to distance the brand from the kitchen we felt a name change would help position the bar as its own free-thinking, self-reliant space. Confident, bold and almost blunt, HDN does still nod to the previous name ‘Hidden Heddon’ but now with a reinvented identity, and a little more Soho sass.

Our criteria for the tone of voice was to make every interaction with HDN feel intimate and playful. And we did it by layering messages. HDN is an open secret, sitting between the elegance of Mayfair and electricity of Soho. It is itself a paradox, and we therefore use oxymorons and hidden messages throughout comms to sound confident, sensual and a little naughty.

There are four principles that guide the way we present the bar: Intimacy, richness, intrigue and confidence. Close ups of the guests build interest by focusing on details, whilst celebrating the colours, textures and contrasts within the space (as well as the cocktail menu) create a rich and dramatic feeling.

It was also important for the space to feel active, or lived in. Guests may have just left, objects remain. We want people to imagine themselves in the scene.