Balans

When Balans came to big fish® in 2014, they had two wildly popular restaurants but no discernible brand. They wanted to expand, and it was clear that to do this successfully, someone would have to formalise and clearly express what they actually stood for.

After spending a few hedonistic hours at their Soho restaurant on a Saturday night, I quickly got a feel for what Balans was all about. The next day, I wrote a manifesto (see below), which became the springboard for the tone of voice and the rest of the creative.

Two years later, Balans Soho Society reported “record trading” and has since expanded to multiple restaurants.

Brand strategy | Tone of voice | Brand story | Strapline | Messaging | Copywriting | Guidelines

Design: big fish®

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Manifesto
Black and white photo of a Soho Society restaurant and bar with outdoor heaters and people inside, with a person riding a scooter blurred in motion in front.
Welcome mat with black text that reads 'Welcome Aboard' on a tiled floor.
A white plate with a skull illustration in the center and the text 'relish the NOW' in pink at the bottom.
An invitation to agree or disagree with statements about moderation and a dinner event for a 23-course lunch extravaganza, with details in the text.
A two-page magazine spread with six sections of text in different colors and fonts, titled 'Tone of Voice,' 'Bon Vivant,' 'Old and New,' 'Intelligent Wit,' and 'If Balans Soho Society Were a Person,' describing brand personality attributes.
Black chalkboard sign with yellow and white text, advertising a breakfast, lunch, and dinner special at Balans Soho Society.
A vintage-style illustration of a hand with a white cuff holding a red ampersand between the thumb and index finger, with text reading "Footloose & Fancy-Free?" and additional text about travel freedom and lifestyle written in black and red, along wi
A white plate with a drawing of a human skull and skeleton, along with the pink text 'SAVOUR THE PRESENT'.
A table with two columns listing words we love and words we don't love. Words we love include 'Convivial,' 'Libation,' 'Declare,' 'Spirited,' 'Pleasure,' 'Resuscitation,' 'Extraordinary,' 'Heartily,' 'Libertine,' 'Breathtaking.' Words we don't love i
Inspirational quote about a key with text reading, 'Too much of a good thing is a good thing.'
A wine list menu with sections for white and red wines, featuring names, origins, and prices in bottles of 250ml and 175ml.
A vintage-style invitation or form titled 'Tree Birthday Present' with ornate border design. It invites keyholders to recommend friends to become Balans Soho Society Keyholders, with space for names and email addresses, and instructions to hand in or
Line drawing of a hand divided into sections with labels, representing different personalities, with annotations indicating brand values.
A white plate with black and white image of a woman holding two bottles, with the words "Whatever your pleasure" written on it.
Vintage-style breakfast invitation with elegant text and a small illustration of an old-fashioned key.
Fake Time Out article to illustrate our concept