Balans Soho Society ← Back to the portfolio

Balans has been around even longer than big fish! It was one of London’s hedonistic hotspots in the days when mobile phones were a status symbol and it was socially acceptable to serve deep-fried Camembert with cranberry sauce. (Thankfully the world has moved on.) Balans was a breath a fresh air when it started in Compton Street, Soho. It was at the heart of the gay scene at time when minds were narrow, trousers were a tad too tight and hair was mostly spiked. It became famous for its all-day breakfasts, Thai curries and 24-hour late-night after-parties. It was an integral part of Soho cultural history.

Over the years, however, as it grew, Balans started to lose its shine and its sense of identity. So managing director David turned to us for help.

After looking back at what made Balans tick, we simply explained to David that he needed to restore its raison d’être. It was steeped in Soho culture and those who knew Balans felt very much part of its history; they were almost like a society with rules and codes of conduct all of their own.

So we renamed it Balans Soho Society and wrote down those rules. We created a philosophy that captured the spirit of the place and its history. We designed an identity to fit and carried that through to the interior schemes, the place settings, the condiments and we had a wonderful time creating all manner of hedonistic props to ensure every visit to a Balans was a memorable one.

We also created a membership scheme with a range of promotional benefits designed to reward regulars and evangelists.

This was a vast project that required every discipline we had under our roof and was a real pleasure to work on.

The results speak for themselves. We’ve rolled out the new branding to two sites so far, both of which have seen an immediate uplift in sales.

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