Prime is a new steak and grill restaurant, unique to St Albans. Owners Terry Greenhill and Ferdi Pacelli approached DesignLSM to create an original brand identity and interior design to reflect their new high quality steak restaurant concept.
Aware that their local audience would be predominantly affluent couples attracted to the area by local heritage redevelopments, Terry and Ferdi were clear from the outset that they did not want Prime to be the commonly seen overtly masculine and casual steak house restaurant.
With this clear starting point for the brand identity, Design LSM created a refined identity centred around memorable silhouetted iconography and a classic serif font. The team provided full brand application encompassing signage, printed collateral, menu covers and elegant gift cards. The roll out also extended to designing the website and all online touch points.
Located on London Road in the ground floor and basement of a fairly anonymous building, one of the first design challenges was to create an inviting presence from the street through striking signage, enchanted trees and an inviting glimpse into the restaurant itself.
Within the restaurant, the interior design takes its cue from the elegant brand identity creating a warm, refined scheme. Bespoke metalwork screens and luxurious high back leather booth seating create intimate zones that cater for couples and groups. The chic colour palette of navy, chocolate brown and tan is seen throughout in the stained herringbone floors, bare brick walls, and warm yellows of hand blown glass pendants dotted throughout the space.
Following the successful opening last month, Terry says: “We’re totally delighted with the new restaurant. We’ve now been open four weeks and we couldn’t have had a better response to both the food and interior design. Taking Prime from a conceptual design to a physical reality has been an interesting challenge and we now have the bigger challenge of keeping this place busy!”
