TGP International partnered with The Sloane Club to deliver a strategic brand advisory programme that redefined four of its core F&B spaces. Balancing heritage with relevance, this project focused on brand structure, concept narratives, naming, tone of voice and experience design, applied across Helena's, The Venus Room, Demob Bar and The Roof Terrace.
The Sloane Club holds a unique position in the heart of Chelsea. Established as a retreat for ex-servicewomen, it has evolved into a modern private members' club with a legacy that spans a century. This duality between tradition and transformation presented an opportunity to reimagine the brand in a way that would honour its heritage while embracing contemporary member expectations.
TGP was brought on to guide a comprehensive repositioning of the Club’s hospitality offer. The objective was to help each space tell a clearer story, enhance the member journey and introduce a strategic brand hierarchy that would futureproof the F&B portfolio without losing the soul of the institution.
The Sloane Club appointed TGP to reimagine its internal F&B offerings through a brand-led lens. The challenge was to retain the integrity of a storied members' institution while appealing to evolving lifestyles and expectations.
We were tasked with developing individual identities for each outlet that could sit under The Sloane Club's master brand, enabling clearer positioning, improved engagement and increased operational differentiation.
"Every space has been designed with purpose, shaped by how our members live, work and connect today. The aim was always to evolve with intent while honouring the Club’s legacy."
— Neena Jivraj Stevenson, Managing Director, The Sloane Club
Our approach centred on brand architecture, concept development, naming strategy and visual narrative framing. Each concept had to feel both rooted and renewed, distinct yet connected.
The project followed a structured brand development process designed to balance consistency with individual expression across each venue.
It began with a deep dive into The Sloane Club’s origin story, audience segments and tone of voice. Brand architecture was mapped to define how each venue would sit within the larger system. Sub-brand positioning was established based on function, audience, and intended experience. Naming strategy drew from cultural, historical and spatial references to ensure meaning and resonance.
Alongside, the café offers a grab-and-go selection of sandwiches, pastries and sweets showcasing authentic Saudi flavours, fresh Saudi bakery items, and a curated retail range from collaborating Saudi brands. This experience allows visitors to take home a piece of Saudi culture while concluding their journey through the Pavilion.
“Our role was to bring structure, clarity and distinction to the Club’s F&B portfolio. Each space was treated as a brand within a brand, with stories designed to resonate operationally and emotionally.”
— Yasmijn Baas, Brand Development Consultant, TGP International
Narrative systems were developed to connect brand storytelling with operational delivery - from menu language to guest flow. Visual and verbal identity direction shaped the tone across signage, OS&E, copy and collateral. Guest-experience design was layered into the brand thinking, supporting service rituals, menu cadence and space programming.
This approach reflected key branding principles: narrative alignment, symbolic coherence, audience relevance and operational clarity.
Our work began with a deep dive into The Sloane Club's origin story, audience segments and existing tone of voice. We defined brand architecture guidelines and a naming framework, ensuring each outlet retained its own identity while reinforcing the Club’s core values. The process included:
The strategic lens was driven by key branding principles: narrative alignment, symbolic coherence, audience relevancy and operational viability. We approached each venue as a brand system within a larger ecosystem. Naming conventions were tested for fit, cultural resonance and clarity.
Storytelling touchpoints were mapped across the guest journey. Each brand element was crafted to serve both storytelling and operational function, spanning tone of voice, menu design, and guest interaction.
Discover the Sloane Club’s Evolution in Conversation with Neena Jivraj Stevenson
We mapped each venue’s concept against key member segments:
This alignment helped define voice, programming and positioning for each outlet.
Named in honour of Princess Helena, a founder of the original servicewomen’s club, Helena’s was developed as the brand anchor of the Club's ground floor. The concept positions Helena’s as a homely, all-day social hub. From a brand architecture view, it is closest to the parent brand, drawing heavily from The Sloane Club’s palette, monogram and voice.
The narrative centres around care, community and craftsmanship, with subtle nods to Helena’s Royal School of Needlework integrated into the design language. TGP's strategy advised on local sourcing narratives, lifestyle-driven programming and OS&E storytelling to support the concept. The tone of voice is warm and familiar, designed to support daily member rituals.
The Venus Room was redefined as the Club’s elevated dining offer. The name references the Venus Fountain in nearby Sloane Square, chosen for its cultural proximity and feminine symbolism. TGP retained the name and focused instead on refining the story arc.
Positioned as the ‘pearl’ of the Club, The Venus Room concept was built around modern British refinement. From a branding perspective, it sits higher on the formality spectrum. The visual identity uses marine-inspired hues and soft lighting to frame the room as a graceful dining enclave. The brand direction enabled narrative continuity through menu strategy, spatial transitions and member-facing copy.
Demob Bar carries the most editorial tone within the brand ecosystem. Its name, short for “demobilisation,” connects directly to The Sloane Club’s heritage as a hub for ex-servicewomen. Demob was framed as a sophisticated yet spirited evening space, aligning heritage tone with evening sociability.
The visual language includes military references reframed in luxurious materials, while the tone of voice balances heritage with wit. From a brand systems perspective, Demob was given room to stretch, allowing for more playful activations, unique drink names and signature storytelling touchpoints.
The Roof Terrace was envisioned as the Club’s most contemporary outlet. While the naming was kept generic, the concept story drew on Chelsea’s horticultural roots and the adjacent Chelsea Physic Garden. Inspired by garden conservatories and cross-cultural cuisine, the terrace concept introduces a nature-forward colour system and a Nikkei menu positioning.
TGP advised on how to embed brand values such as curiosity, community and balance into the service flow and menu copy. This venue acts as the Club’s future-facing space, attracting newer audiences while maintaining brand integrity.
The brand strategy gave The Sloane Club a clear system to define and differentiate its venues. Each space now holds a distinct identity that improves member experience, supports day-to-day operations and aligns with the Club’s values.
A brand playbook enables consistent delivery across collateral and guest touchpoints. Each venue is now prepared for targeted activations and planning, with narratives designed to guide future programming and engagement.
This project was a collective effort supported by teams across the company, with key contributions from Yasmijn Baas, Gabriel Murray, Chiara Rivero and Jemina Louise Adewole.