Grilled at the Queens

Carving out a hot new brand

In the heart of central Leeds, stands one of the north’s most iconic landmarks. With classic art deco architecture and an imposing stance overlooking City Square, The Queen’s Hotel is an ever-popular location for business people and tourists alike. When Jump were tasked with the rebrand of its restaurant, we couldn’t resist.

Getting our teeth into the insight

The restaurant operates below street level and had always been open to both guests and the general public. However, it became clear that, despite serving fantastic grilled meat and fish dishes, guests were unaware of the quality and other people were unaware that the restaurant wasn’t guests only.

This fuelled our creative process and led us to create the positioning of ‘The city’s best kept secret’ with a name that encapsulated the menu and an identity which reflected the architecture and interior design.

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