Zelman Meats wanted a brand refresh with bite - loud, direct, and built for steak obsessives in Soho and Knightsbridge. The remit was to activate that attitude across guest‑facing touchpoints. The work covered bold menu sets, signage systems, merchandise, uniforms, bags, email design, and booking interface assets - tying everything back to a punchy, meat‑first identity.
The brief called for impact without chaos: heavy, high‑contrast typography and gritty art direction had to stay legible at speed on menus and clear in wayfinding. Animation brought the attitude to life through neon lighting in email headers— a clean flicker that added character without hurting load or readability. The booking system needed a skin that felt native to the brand while staying usable end‑to‑end.
A cohesive rollout that feels the same from screen to table. Menus are confident and easy to scan, signage is hard‑working and unmistakable, and the merch and uniforms extend the tone beyond the dining room. Email creative and booking touchpoints complete the journey with the same blunt, crowd‑pleasing character - distinctively Zelman, through and through.
