Brand
67 Pall Mall is a private members’ club, in the heart of London’s Clubland. It caters for a refined clientele, passionate about fine wine.
Challenge
The Marc Collective was approached to create to brand the club and refine the club proposals to aide the planning process. The challenge was, not only to create a destination, but a brand platform which would generate interest and ultimately club membership prior to opening.
Insight
T.M.C. conducted in-depth research to obtain a clear understanding of the private club landscape. To back this up, we used customer profiling to pinpoint the potential members. From this we delivered a brand bible and defined 67 Pall Mall’s brand cornerstones.
Delivery
The branding affirms the club’s 1930’s Lutyens architecture heritage with its angled lines and clean fonts, this combined with a rich colour palette and indulgent imagery, perfectly communicate the brand ethos. In addition to the branding, The Marc Collective developed ways to bring the club’s personality to life. The first being a case bound book and members pack. These have been so successful that lifetime memberships had already been fulfilled before the club opened its doors.