Cub (sadly closed since the pandemic) was a partnership between Mr Lyan, Doug McMaster (of zero waste restaurant Silo), Krug, Belvedere and LVMH.

We aimed to demonstrate that when it comes to sustainability, conscientiousness doesn’t have to mean compromise. We used considered ingredients and applied sustainable methods to create delicious stuff that does good too.

The restaurant gained critical acclaim, with 5 star reviews in both the London Evening Standard and Time Out London and was named as one of the best sustainable restaurants in the city.

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Summary of scope:

• Positioning and purpose

• 360 degree guest experience

• Creative direction of brand ID and interior design

• Bar layout optimisation

• Operational procedure and documentation

• Cocktail menu and recipes