Tone of voice & guidelines, brand story, namings, elevator pitch, web copy for Lilibet’s Mayfair
Lilibet’s Restaurant celebrates the treasures of our seas. Expect unique twists as well as innovative flavours inspired by the global travels of a princess who was never intended to be queen. Every dish is served with finesse and with seasonality, sustainability and provenance always in mind. Our setting invites you to imagine what might have been, had No. 17 Bruton Street remained a private home that hosted fashionable gatherings, cocktail parties, society events and relaxed evenings with friends… Welcome to Lilibet’s: home to an unexpected majesty.
About the project
Lilibet’s is a stunning Mayfair fish restaurant at 17 Bruton Street, London: the birthplace of HM Elizabeth II. Restauranteur, Ross Shonhan, wanted a brand story and copy style that demonstrated relaxed elegance, sophistication, timelessness, and a sense of warmth and fun.
I also created namings: Marenarium (for the ice-lined fish display cabinet), Fish Triptych (for the signature three course experience celebrating fish) and ‘apostrofish’ (for the apostrophe in the marque).
Ross Shonan, Founder, said, "Working with Caroline on our exciting new launch at Lilibet’s Restaurant in Mayfair has certainly been a pleasure. With her remarkable creativity, she quickly understood and captured the essence of Lilibet’s, helping us to articulate its intricacies, high quality food and design details with elegance, warmth, and sophistication.
Her ability to translate our vision into language is exceptional — every piece of copy she’s written, from our website to our menus, feels carefully considered and true to who we are. She’s intuitive, professional, and wonderful to collaborate with.
We’re grateful for the level of creativity and care that goes into her work, and we couldn’t recommend her highly enough."
