The Betterment // The Pine Bar

Mayfair, London

Brand Identity |, Print collateral |, Digital |, Illustration |, Story Telling

Setting the stage for a theatre of senses

The Homecoming
Located in Grosvenor square, where Jason Atherton originally opened Maze nine years ago, The Betterment was a new venture for Jason and wife Ihra to mark the full circle of their journey.

Their philosophy is simple – a ‘theatre of senses’ menu that follows the seasons and supports UK artisans, including award-winning, family-owned farms. Imbued with uncomplicated excellence, local seasonal produce sits alongside time-honoured British classics.

Dedicated to following the seasons and supporting local artisans
including award-winning family-owned farms.

The Betterment

The Pine Bar

'A taste exploration across the British isles '

We wanted to create cocktails that didn’t just bring delight in taste and enjoyment but that also take you on a journey. From our travels, we added a touch of wanderlust to merge local with exotic. Inspired by the flavours of the land, legend and invention come together in myriad tastes to tantalise the senses. We invite you to savour the moment.

The Pine Bar

Location | London
Client | Hilton Hotels & Resorts / Jason Atherton
Sector | Hospitality

Shaping the journey
To visually express the team’s extensive journey, we plotted points on a world map by marking the locations of all of Jason’s restaurants – from Shanghai to New York. The resulting shape from connecting these points formed the basis for the subtle yet evocative brand illustration.

Illustrating the local experience
Celebrating the menu’s food, which is seasonal and locally sourced from around UK, we depicted land and sea through abstract ink illustrations that complement the contour of the brand illustration to create a visually rich brand with textures and artworks, evoking a sense of journey and landscape.

Making a mark
We designed a simple, elegant word mark that has its roots in classic serif designs but with a modern edge, gentler curves and exquisite fine details.

The modern yet traditional approach present in the logo is also mirrored throughout the brand with the use of specialist printing techniques and traditional handcrafted leather pieces, which are paired with bespoke contemporary illustrations and sustainable recycled materials.

This craftmanship and attention to detail sought to reflect The Betterment’s exacting standards and helps ensure the entire brand is cohesive and connected.