Situation
The Hidden Hut, nestled along the coast near Portscatho, is renowned for offering unforgettable meals. By day, it serves lunches from its outdoor beach kitchen, while on selected summer evenings it hosts open-air feast nights.
The food is exceptional, sourced from the surrounding land and sea, and crafted by Simon Stallard, regarded by many as the world’s leading outdoor grill chef.
The Hidden Hut founders approached us to create its identity, website and product range.
Transformation
It was no chore for the team to immerse themselves in the Cornish way of life. Staying in the village, dining with the founders, sipping coffee with the locals and dipping into the cool waters of the English Channel. Over time, and through countless conversations, we began to understand the Hut’s magic. Once discovered, the Hidden Hut delivers a dining experience which most people describe as the most memorable of their lives.
We got to work by drawing a symbol that tells the Hut’s story. For almost a century the Hut has happily played second-fiddle to its surroundings, humbly blending into the background to allow the dramatic coastline to take centre stage. After years of obscure uses, the Hut has now found its calling, to restore to the wild-swimmers, walkers, locals and beatnik travellers who visit come day, night, rain or shine.
The logo is supported with a hand-drawn word-mark. These elements are complemented by a core palette that’s able to adjust between dusk and daylight and a limited set of secondary visual components to continue the brand’s homespun charm.
This purposefully direct approach conveys the Hut’s humility. It is then juxtaposed with stills and motion taken by legendary photographer Danny North (fresh from shooting the Foo Fighters, Blossoms, and Lewis Hamilton). His work perfectly captures the show’s real star, the drama of the grill in one of the planet’s most spectacular settings.
Growth
The Hut has amassed a huge following, with over 10,000 applications for every Feast Night (which usually cater for under 70 people). Regulars, locals, celebrities, billionaires and foodies all dine together on the beach, connecting in the extraordinary setting.
The identity has been executed across wayfinding posts along the rough coastal path, on the Hut’s ramshackled exterior, on kraft brown-paper bowls filled with warm chowder and soups, and on a crisp new range of Hidden Hut merchandise that will satisfy the tens of thousands of annual visitors desperate to take a slice of the greatest meal of their lives home.
Jemma Glass, Co-Founder says:
"Bert immersed themselves in our world and captured the essence of the Hut perfectly in their work. We’re often approached to collaborate by global brands, but previously lacked the confidence in our identity to make it happen. We’ve now got a brand capable of matching the Hut’s incredible appeal and potential."
* Danny North is one of Britain’s most celebrated music photographers. His subjects are a who’s who of music and modern culture.
