Restaurant group Soho House has a noteworthy history of success in the UK, with popular establishments such as Babington House and Pizza East gaining wide support and cult followings, so it is easy to predict that their latest venture will be successful as well. Dean Street Townhouse is rather unique in its mix of classic British culture and modern attention to detail, creating a brand that many people in the UK will believe in.

The branding of Dean Street Townhouse begins with the logo design, which creates a classic British brand with a hint of sophistication. The black and white colour scheme and the straightforward font are as simple as can be. The only image is a half circle window that is commonly seen on townhouse doors. Because the brand focuses on doing simple things well, this restaurant logo design is an excellent complement to the overall brand.

The location is another important part of the brand. As the name suggests, the restaurant and adjoining hotel is located in a historic Georgian townhouse. The decoration is deluxe but maintains old school appeal, with vintage furniture and hand-painted wallpaper. The restaurant and hotel both have the appeal of a British club, an unusual atmosphere in the middle of non-traditional Soho.

One key part of a restaurant’s brand is the food, and this is where Dean Street Townhouse truly shines. The focus is on serving classic British foods, but giving them the attention and presentation that gourmet food receives. From pheasant goujons with Oxford sauce to apple pie with custard, every course is well prepared yet distinctly British. British classics crowd the menu, offering London an opportunity to sample gourmet versions of their favourite comfort foods.

While the brand can hardly be called inspired, this lack of modern innovation is actually a purposeful core element of the brand. With many restaurants offering the latest in gourmet fare, many people long for the classic food of their childhood. It is rare to have these classics prepared with gourmet sensibilities, making Dean Street Townhouse unique even in its plainness.

The restaurant opened with a preview day, when everything on the menu was half price. This gave curious restaurant goers a chance to decide whether British food can be worth gourmet prices, without making a significant financial commitment. The overwhelming consensus among first day patrons was that the food was excellent, with every dish prepared according to the highest standards.

Will this brand have the staying power to become a traditional presence in Soho? While it seems likely, this in part depends on market conditions. With a recession rolling through the UK, many people are turning to comfort food for solace, which definitely works in the establishment’s favour. Offering this food in its best possible form is an excellent marketing point, especially when a cohesive brand and comfortably deluxe setting complete the experience. Unless the British turn against their favourites, all signs point to success at Dean Street Townhouse.