Every year 45 million people pass through London’s North Bank area and its most famous street, The Strand. Since 1889, The Savoy has been one of The Strand’s most prominent and exclusive businesses, only accessible through the private Savoy Place road. Famed for its impeccable service, The Savoy was also pivotal in the development of lifts, electric lighting, and fine dining (launching the culinary careers of César Ritz and Auguste Escoffier).

For the first time, the hotel has opened its doors to the high street with Melba, a patisserie and café that is located on The Strand at the entrance to Savoy Place. Pentagram has created the visual identity for the café, which gives the area’s increasing footfall a glimpse into life at The Savoy.

Melba is the ninth food and beverage outlet to open at The Savoy, with a menu created by hotel’s executive pastry chef, Lugwig Hely. It is named after Australian soprano, Nellie Melba, one of the hotel’s most famed guests and the inspiration for two of Escoffier’s most celebrated creations, Peach Melba and Melba toast.

The visual identity is inspired by the eclair, Melba’s signature offer, that is served in a variety of seasonal and classic flavours. Melba is Pentagram’s latest project with The Savoy, for which we have twice created identity programmes for in the last twenty years - the latest after the first major restoration of the hotel since it opened and costing over £200 million.