Invisible to passers-by, and entered via a private lane, lie six beautiful Victorian buildings which originally housed the Company of Dyers in the heart of Holborn.
While developing the project’s brand, it was important that we balanced the historicity of the building and the area alongside raising the energy of the Midtown quarter.
The red dye 'Madder', which features on the arms of the 'Worshipful company of Dyers', was used to dye British 'Hunting pinks', the traditional red jackets worn by Huntsmen. This was our starting point for the name. The positioning ‘A vibrant heart’ not only denotes someone living life to the full but is also a play on the name ‘Pinks’.