Savoy Grill by Gordon Ramsay Mini Campaign

As an interview task: create a mini creative campaign concept that shows how the seasonal tasting menu at Savoy Grill could be brought to life visually. Optionally, I was asked what changes I would make to Savoy Grill’s overall digital identity.

I started with a prompt from the Savoy Christmas website, as I felt like it represented the experience they want to convey effectively. In my work I utilised the same language and imagery.

I underwent my own visual research on general imagery, as well as what competitors of Savoy Grill were doing on their social media. I noticed that luxury restaurants often relied solely on photography and used graphic design minimally, but this is somewhere where Savoy Grill could differentiate themselves. In summary, I’ve kept the classic Savoy Grill colour palette at the heart of the direction while elevating the sense of engagement and desirability. Subtle branded touches, such as the fine line work inspired by the Savoy Grill logo, help create a more cohesive and recognisable identity. I’ve also explored the use of animation to add moments of refinement and movement without compromising the premium feel, further increasing engagement.