The Partners work for Soho’s Secret Tea Room won the Leisure and Travel Product Sector. The identity communicates the truly secret nature of the tea room, hidden above one of Soho’s most famous pubs. The logo is based on the idea of looking through a keyhole into a secret room. Hidden within the vintage-style keyhole we created a simple teaspoon shape. The logo simply and memorably portrays the desire to escape to a simpler time with a proper afternoon tea.