Signage for the new Byron site in Shoreditch.
For over four years we have worked with Byron on the internal and external signage for all new restaurant openings as well as a number of restaurant refurbishments. As Byron are well known for not having a singular logo or easily described ‘house style’ each restaurant is individually designed. There are no custom typefaces or brand colours, instead we work closely with the architecture and interior design team to develop each restaurant’s unique look and feel.
When the site is a new building and predominantly glass, we have to think about it carefully. So many of the existing Byron’s are in quirky, old buildings and we try to maximise any historical or architectural points of interest they inherently have. So a brand new building can be a challenge.
Interior designer Clare Nash created the scheme ‘Edward Hopper meets Pulp Fiction’. The (almost) bleakness of a Hopper depicted American diner at dusk was the inspiration, with the pared back feeling of the vast expanses of glass. However we also didn’t want to go any where near the diner clichés so prevalent in contemporary burger joints. If it was a movie, it was going to be more Pulp Fiction than Grease. So the materials are honest and brutal – a green marble top to the bar, a terrazzo floor – wood vinyls, subdued leathers. Along with the interiors, the signage had to reflect that it is not a pastiche of an American diner but a homage to it – to the simplicity and practicality and fuss free environment which makes those places so iconic still today.
The Window Graphics
All signage needed to stand out and not be overshadowed by the architecture of the building which is quite imposing. The site has large full length windows on two streets and another side which leads to an internal patio, these provided the main signage opportunities. Taking inspiration from reference photos we had of old cafe’s and diners from the era of Pulp Fiction we created striking window graphics using red text on white backgrounds. These were applied to the windows using white vinyl panels to the inside of the restaurant’s windows with the text being hand-painted on the the outside of the windows.
The site had limiting amounts of space for a fascia so we created light boxes which could be placed inside the restaurant in the windows. These light boxes provided two sides for key messaging. On the side which faced the street it was a signage opportunity, so had the Byron name and for the side facing into the restaurant key menu messaging was applied. Taking inspiration from the industrial materials used elsewhere in the restaurant we used similar materials for the signage, reinforcing the Pulp Fiction and Hopper atmosphere.