Building a Borough-sized restaurant brand.

The Brief

Having chalked up one great success – Norn – father and son restaurateur team, George and Andrew Deans, moved on to their next challenge. But there were hurdles to overcome. Albeit in the sought-after district of Leith, the restaurant’s location was tucked away, with very little passing trade. To hrive, any new restaurant would have to rely on custom from Leith locals; meaning it had to truly be ‘at one’ with the neighbourhood.

The Insight

Leith’s former status as an independent burgh (before merging with Edinburgh in 1920) gives it a strong and distinct identity. Its rich civic heritage would be something that a welcoming restaurant in the heart of this cosmopolitan community could draw upon.

The Big Idea

First came the brand proposition – ‘a local spot that is comfortably woven into the neighbourhood’. Then came the name. ‘Borough’ has a clear link to Leith’s former status as an independent burgh. From here set about developing a brand identity that was evocative of this spirit, followed by a complete launch plan featuring photography, branded collateral, a website, PR and social media. The result was a brand that would be embraced and appreciated by the local community – from neighbours living in the adjoining tenement flats, through to foodies and visitors alike – all of whom would resonate with Borough’s relaxed, modern and friendly aesthetic.

The Results

From doors opening day, Borough was fully booked for dinner. Within six months, it had become a much-loved presence in the Leith neighbourhood. The restaurant critics were just as enthusiastic as the diners. ‘Life-affirming’ was the description by Gaby Soutar in The Scotsman; which sums it up pretty well.


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Client Comments

“Working with LUX was a pleasure, particularly during the conceptualisation and initial brand development stage. They created a brand which fitted completely to our brief which all involved are now very proud of.”

Andrew Deans, Founder & Restaurateur

27 Maritime Street Edinburgh