Alici’s

Alicis London Brand Identity and Visual Design

Alicis London is a restaurant and dining concept in North London that brings together social hospitality and contemporary restaurant experience. The design project focused on establishing a brand identity system that complements the restaurant’s modern approach while supporting clarity and distinctive visual presence across physical touchpoints and brand materials.

Alici's brass 3D sign glowing on a ribbed glass wall with palms

Brand Strategy and Visual Identity

The visual identity for Alicis London was developed to reflect both modern simplicity and enduring presence within the hospitality category. The brand language combines structured typography with a distinctive logotype accent that gives the brand character and memory.

Restaurant brand design lives or dies on the pieces a guest actually touches. MarkaWorks ran a custom monospaced sans across signage, menus, and brand assets, so the rhythm stays the same wherever the guest reads it. The logotype carries a geometric element drawn from the restaurant’s founding story, which gives the mark a reason rather than a style. The soft pastels we set against refined neutrals keep the pattern systems varied without letting information lose clarity.

A custom sans serif typeface in a monospace style was chosen to balance contemporary and classic influences, creating a visual rhythm that supports clear communication across signage, menus, and brand assets. The logotype incorporates a geometric element that references the connection and proportion found in the restaurant’s founding story.

The colour palette pairs soft pastel tones with refined neutral shades, providing flexibility while maintaining visual coherence across applications. These colours are used in pattern systems and graphic treatments that provide variety without diminishing clarity of information.

Alici's color palette, dim gray, parrot pink, pale chestnut, isabelline, baby pink, outer space, quick silver and silver sand

Alici's storefront with a brass ring sign and a row of planters on a London street

Alici's guideline slides for color system and branding elements

Visual System and Brand Expression

Graphic patterns built from dynamic forms appear across menus, wayfinding, and packaging, creating a visual language that complements the restaurant’s interior and atmosphere. This system supports variant use without visual repetition, allowing each brand application to feel connected to the core identity.

The range of branded items from menus, cup holders, takeaway materials, and signage was designed to reinforce the structured aesthetic while ensuring legibility and consistency in presentation across formats.

Alici's triangle badge, restaurant and lounge, beside a diamond framed interior photo

Brand Application and Consumer Experience

The identity extends into both physical space and printed material, where the visual system supports navigation, storytelling, and brand recognition. Through consistent use of typography, colour, and graphic rhythm, Alicis London presents a visual presence that aligns with its position as a contemporary hospitality destination in a dynamic urban setting.