Sketch is a standout sub-brand developed for The Imperial Hotel, evolving from a traditional cocktail bar into a vibrant dining destination where each visit is an experience rather than just a meal. Drawing on the playful Cork slang “keep sketch,” the name embodies a cheeky charm that complements the hotel’s traditional elegance. This fusion creates a unique atmosphere that invites guests to indulge in delightful culinary adventures while enjoying the sophistication of The Imperial.
Approach
The development of the Sketch brand occurred alongside The Imperial Hotel's overall brand refresh, ensuring a cohesive identity while allowing Sketch to express its own vibrant personality. Our goal was to maintain a visual connection to the hotel’s luxurious heritage while introducing a playful, modern flair that appeals to a diverse audience. By balancing the refined elegance of The Imperial with a spirited vibe, we aimed to create a brand that feels both sophisticated and approachable. This approach allowed us to capture the essence of a lively dining experience, making Sketch a standout choice for both casual diners and special occasions.
The talented Ethan Desmond from "FromTheSketchup" was commissioned to create this captivating character. His hand-drawn, slightly sketchy style perfectly aligns with the name "Sketch," providing a whimsical touch that resonates with our audience. Grace's illustrations served as a foundation for various print materials, and I even brought her to life through engaging animations, fostering a personal connection with guests and reinforcing the restaurant’s playful, glamorous vibe.
Introducing Grace
Grace is the heart and soul of Sketch, reflecting the hotel’s legacy and vibrant energy. Her character adds an element of cheek and fun, inviting guests to experience the lively atmosphere of the restaurant. The collaboration with Ethan Desmond not only brought Grace to life but also enhanced the overall brand identity, allowing for themed seasonal offerings that resonate with both locals and visitors.
Outcome
Since its launch, Sketch has flourished as a vibrant dining destination, continually attracting a loyal clientele eager to immerse themselves in its lively atmosphere and unique offerings. By thoughtfully differentiating Sketch from The Imperial Hotel while maintaining cohesion, we employed a limited colour palette that harmonises with the hotel’s identity, alongside elegant typography that reinforces its refined character.
In addition to this, we introduced more sketchy, ink-inspired motifs that lend a playful, artistic flair to the brand. The incorporation of tongue-in-cheek elements and illustrative designs, including paint spatters and florals inspired by Ethan’s artwork, further enhances its distinctive character. This strategy not only celebrates the restaurant's playful spirit but also reinforces its connection to The Imperial's sophisticated heritage, creating an inviting experience that resonates with a diverse audience.
The introduction of themed seasonal afternoon teas has significantly enriched the dining experience, drawing in guests for special events that highlight Sketch's charm and creativity. This thoughtful approach has elevated Sketch's profile within Cork's dynamic dining scene, solidifying its reputation as a top choice for those seeking a memorable culinary adventure that artfully balances enjoyment with elegance.
