One philosophy. Many places. A group identity built to grow. 

Incipio Group built its reputation by doing what others wouldn’t: taking the spaces London forgot and turning them into the places everyone talked about. A rooftop car park became Pergola; an abandoned pub became The Prince; a sliver of space above Brixton Market became Lost in Brixton. Each site was a creative act in response to a specific, unlikely location. Each was a hit. And yet, success brought a new challenge: how do you grow a company defined by difference?

Without came on board as the strategic branding agency to answer that question. Our first task was to find the thread – an idea elastic enough to hold together a portfolio of venues that had been born in isolation. Through workshops and immersion, we articulated a simple, generous philosophy: Incipio transforms overlooked spaces into places people love. That statement became the foundation for strategic branding, creative design and digital design across the group.

Crucially, we didn’t set out to sand away personality. Pergola in Paddington and Pergola in Olympia needed to feel like siblings, not clones. The Prince required the charm and conviviality of a restored local with a secret garden. Lost in Brixton needed the energy of a hidden rooftop above the market. Bloom and W12 Studios had their own audiences and rhythms. We rebranded each venue with identities that were unmistakably theirs—distinct typographic voices, palettes and photography principles—while building in subtle family resemblances that connected them back to the group.

At group level, we crafted an identity that could carry the weight of Incipio’s ambition: confident, clear and operationally credible, the kind of marque and voice that reassures landlords, partners and guests that creativity here is matched by rigour. Then we designed the glue: a new group website to bring everything together. Built around a modular digital design system, the site gives each venue a stage of its own – menus, traders, events, bookings – within a consistent UX that makes discovery easy and private hire effortless. As a piece of website design, it’s deliberately pragmatic: fast to update, optimised for search, and engineered so future concepts can launch without reinventing the wheel.

The impact is felt in the joins. Guests encounter different experiences but recognise a common promise: ambitious spaces, convivial energy, quality food and drink. Teams move faster because the system is built for it – toolkits, guidelines and components that preserve individuality while saving time and cost. And as Incipio continues to scout the city for the next improbable site, the brand is ready to scale – coherence without conformity.

This is what Without does best: strategic branding that clarifies purpose, creative design that protects character, and digital platforms that turn one-off wins into momentum. Incipio had the vision to see potential where others saw problems. Our job was to codify that instinct into a brand – and build the tools to keep discovering the unexpected.