Fire Lake

Giving Radisson a reet proper Yorkshire brand…

The Brief

Fire Lake Grill House and Cocktail Bar at Radisson Leeds was a little confused. A Minnesotan grill in the middle of Leeds that uses only local Yorkshire ingredients, it didn't make a huge amount of sense. That's where we came in. The brief was to really push the emphasis on provenance and the home-grown nature of the brand. Make it feel like it really is part of God's own Country.

The Idea

What's one of the most iconic attributes of Yorkshire? The language. We had fun with the vernacular, offsetting very colloquial, familiar Yorkshire slang with the high spec of the food; 'Fine food with a Yorkshire accent'. This contrast creates a great point of difference for a distinctive tone of voice. Visually, dramatic landscapes of Yorkshire through the seasons set against ingredients plucked from those very pastures provide shorthand for their focus on provenance. Our lighthearted headlines cut through the seriousness of the imagery in true, down to earth, Yorkshire style.