Louis —
Italian American.
Never Complicated.
Crafting a brand that evokes the feeling of a bygone era.
Welcome to Louis, check your coat, take a booth, sip a glass, savour the food.
Working on Louis from the very start we new the brand would be hand drawn, a signature restaurant with a signature brand that evokes a sense of nostalgia whilst delivering against in an exceptional dining experience. The name Louis is a nod to the Godfather movie, the restaurant where Michael Corleone commits his infamous first assassination and in creating the wider brand language and touch points for Louis we looked to Italian American organised crime, pinstripes and fedoras, alongside referencing the style and sensibilities of 1950’s Italian American New York, bringing through copperplate typography, hand drawn illustrations for menus and of course through the language and tone of voice.
Application was always going to be key and we worked with the interior design team across all elements of the brand from the Live at Louis neon sign to the plate details, napkins and the extremely rare “VIP coin.” When bringing a brand to life in a space detail is everything and when you experience Louis for yourself, you’ll see exactly what we mean.
How we created feeling
By evoking the idea and essence of luxury form a bygone era, tapping into an imagined nostalgia we are aiming to transport guests with a brand that delivers a little slice of escapism. The language we’ve used across the brand supports our emotive approach, lines such as “A home from home” or “You’re part of the family now” set the scene.
Our hope for the brand is even before you enter the space you are considering your evening, what will it be like, what will i wear and once you arrive there experience a ‘no longer in Kansas moment’ that lands you right at the heart of the 1950’s upper New York dinner scene.
Our mission is to make Louis more than just a restaurant brand, we’re aiming to capture the imagination by evoking luxury from a bygone era.
Working with Persona has been an absolute pleasure since day one of launching the Louis brand. Their design prowess is unmatched, turning abstract ideas into visually stunning realities. The team's creativity knows no bounds, and their attention to detail is impeccable.
The secret of the long standing relationship is integration.
We’ve worked with Permanently Unique Group since 2015, we’ve crafted and indeed grown with their brands as the retained agency, continuing into 2024 helping Louis launch on the UK stage. We’ve worked closely with the founders on every aspect of the customer journey for visitors experiencing Louis, but also and crucially in total collaboration with their in-house marketing team.
