The Greenhouses is a private event space in London.
For this project, I took on the challenge of redesigning their logo with the aim of creating something more engaging, elegant, and considered.
For this project, I took on the challenge of redesigning their logo with the aim of creating something more engaging, elegant, and considered.
The existing identity relied on familiar visual cues associated with dining and hospitality, which resulted in a logo that felt expected and lacked a clear conceptual direction. My goal was to move away from these clichés and develop a mark that better reflects the atmosphere and exclusivity of the venue.
Through a more refined and thoughtful approach, the redesign focuses on simplicity, balance, and character — creating an identity that feels intentional, contemporary, and aligned with the experience The Greenhouses offers.
Rather than relying on literal references, the visual direction focuses on capturing the feeling of the space. As the venue’s function is clearly communicated elsewhere, the identity instead draws from its atmosphere, colour palette, and sense of elegance.
The logo began as an exploration of the letterforms G and H, which were gradually deconstructed through changes in scale, rotation, and line removal. This iterative process led to a scattered, floral-inspired composition that feels organic and expressive while remaining controlled.
The final mark balances playfulness with refinement and was designed with flexibility in mind, allowing it to translate confidently across digital platforms, social media, and promotional materials through a cohesive and considered colour system.
