Add, follow, link,
watch or stalk us
VI VI
 
Author: on Wednesday 11th January 2012

Not a food review, but a food menu review. (How London’s best new restaurant serves up a fresh verbal identity.)

Yesterday, I took a client to one of London's best new restaurants. I wanted to persuade him that having a great, memorable verbal identity was a really important part of the brand experience. But before I could even open my mouth, the menu had done the whole job for me...

the verbal identity of Meat Liquor's drinks menu

Something amusing to drink?

Hip new London restaurant Meat Liquor serves burgers so juicy that after eating one, you want to tell people about it.
They serve them in a place which is so artfully designed to look like a squat just after the crusties have been forcefully evicted, that you want to tell people about it.
And they introduce them to you on a menu which is written so flagrantly that it’s getting its own attention. Not just from me and the people who like verbal identity, but for example this Time Out reviewer, who gave the menu a mention ahead of the quality of the burgers.

Here’s the description of the Rosé: “If you mess around with Rosé, it tastes shite, so this is fresh and juicy and a proper session wine.”

No hint of floral notes in the language there.

How many different ways can you write “Value-for-money”? Here’s how Meat Liquor does it: The Velvet Devil Merlot is “exactly that – super smooth and tasting much posher than you would expect.”

Great writing’s never about hype. It’s about putting all the great things you put into the brand, into talking about the brand.

(Full disclosure: one of the owners of Meat Liquor is a friend of mine. I don’t tell you this out of a sense of journalistic honesty: I’m just excited that a friend of mine has set up one of London’s best restaurants. How cool is that?)

 
Author: on Wednesday 11th January 2012 Tags: ,
 
COMMENTS 
11-01-2012 07:38chris

Great.

LEAVE A COMMENT

 
Find out more To email Chris, click here
Hear more