Basil’s Bar and Kitchen

Concept development and roll out for Edinburgh-based venue with existing hospitality clients looking to add a third venue to their growing family business. Their ethos centres around creating venues that resonate with the local area, while drawing on their own Scottish heritage. 

The Brief

Create a brand that would resonate with both the existing community and a new, evolving demographic, drawing inspiration from the area's rich heritage.

Research and Insights

I jumped feet first into some hefty research, exploring the area's history, local demographics, popular venues, transport links, and industry trends. With the insights collated, I collaborated closely with the owners, architects, and interior designers to ensure the new venue delivered a clear and consistent customer experience from the ground up.

Learnings

  • The locale had changed demographics with younger people moving further out of the city, due to better transport and the building of new homes.

  • The venue was situated directly behind a much-loved Basil Spence brutalist building.

  • The existing venues weren’t providing the city centre offering enjoyed by the influx of the wealthier, younger types.

 

The Solution

Working collaboratively with the architects and interior designers, we developed a project brief that informed each of our decisions and actions and scheduled regular meetings to stay on track.

Alongside the design team, I worked with the owners and the F&B director to ensure the wider offering worked for the target audience as identified through the initial research carried out.

 

The Results

We created a venue that not only leaned into the famous architecture, naming the venue Basil’s, but we also introduced elements of brutalist styling, including polished cement and hard angles, which were softened with the introduction of greenery, wall murals, and textured materials leaning into the sixties era of the interior. The brand represented the internal vibe through its type, colour, design elements and language.

The F&B offer represented local producers and suppliers and provided specific offerings around the lifestyle of the demographics, from post-work drinks and casual dinner offerings, to lazy weekend brunches with activities planned to support the creation of more than just a bar and kitchen, but for a community space.

Collaboration

The result of close collaboration with the architects and interior designers was a vibrant, multi-purpose space that not only echoed its surroundings but delivered a seamless, well-considered customer experience at every touchpoint.