Hidden Heddon

SECTOR
Hospitality

ROLE
Strategy Director

TEAM
Poppins Agency

DELIVERABLES
Brand Strategy + Naming
Social Strategy
Visual Identity

Creating a new brand for an intimate cocktail bar on London's Heddon Street for the Gordon Ramsay Restaurant Group, tailored to attract a broad audience and optimise midweek traffic.

Striking a balance between the luxury associated with Mayfair's hotels and the relaxed vibe of Soho's bars and pubs.

HDN.

HDN.

APPROACH

The bar experience starts with the name, and its location - situated between two areas with distinct identities - called for a name that could bridge both worlds. HDN was created to attract a diverse crowd - shoppers, workers, and tourists - offering a welcoming yet polished atmosphere that suits its prime location and aligns with the group’s other venues.