Brand Tone

Sophisticated & Elegant, Innovative & Pioneering, Intellectual & Considered, Bold & Confident, Passionate & Intense, Exclusive & Refined

Brand Values

• •Originality & Innovation
• •Quality & Seasonality
• •Respect for Ingredients
• •Craftsmanship & Precision
• •Spice as a Foundation
• •Boldness & Exploration
• •Integrity

Best Practices

• •Emphasize Originality and Innovation: Use words like "pioneering," "unique," "unbound," "category-defying," and "singular" to highlight Ikoyi's distinct approach. Avoid comparisons to traditional cuisines unless clarifying their inspirational role.
• •Focus on Sensory Detail & Precision: Describe ingredients and flavor profiles with specific, evocative language. Highlight the meticulous sourcing, aging processes, and the "science of flavour." Use terms that convey depth and complexity, such as "umami," "nuanced," and "multi-layered."
• •Maintain an Elegant and Sophisticated Vocabulary: Choose language that reflects the high-end nature of the restaurant. Avoid overly casual slang or colloquialisms. The tone should be confident and authoritative, yet inviting to those seeking a unique culinary experience.
• •Show, Don't Just Tell, the Passion: While the chef's passion is a key element, convey this through descriptions of the dedication to sourcing, the intensity of the flavors, and the artistry of the presentation, rather than overt statements of "passion." Let the commitment to excellence speak for itself.
• •Be Consistent Across All Platforms: Ensure that the tone used on the website, social media, email communications, and any print materials aligns. This creates a cohesive and recognizable brand identity that reinforces Ikoyi's unique position in the culinary world.

Social Perception

Critically Acclaimed & Award-Winning, Unique & Unforgettable Experience, High-End & Expensive, Innovative & Boundary-Pushing, Intense & Flavor-Driven, Artistic & Meticulous, Misunderstood by Some, Adored by Many

Copy Examples

• •Ikoyi: A Micro-Seasonal Journey. The Essence of Spice. Discover a cuisine unbound by tradition, built upon the finest British ingredients and the soul of West African spice. Each dish, a precise expression of flavour in its optimal state. This is Ikoyi.
• •Social Media Post (with an artistic image of a dish): The Ephemeral. Line-caught turbot, aged with precision, kissed by fire. Paired with [specific seasonal ingredient] and a whisper of [unique spice]. A fleeting moment of micro-seasonality, captured. #IkoyiLondon #SpiceBasedCuisine #Worlds50Best
• •At Ikoyi, we sculpt a new culinary narrative. Our foundation: a library of meticulously sourced West African spices. Our canvas: the ever-shifting tapestry of British micro-seasonality. The result: a dining experience that is intense, original, and singularly Ikoyi.
• •Prepare for an exploration of bold heat and nuanced flavour. Your table at Ikoyi is confirmed. We anticipate sharing our passion for exceptional produce and transformative spice.
• •Ikoyi: A Journey Through Bold Heat. Venture into the iconoclastic world of Chef Jeremy Chan. Explore the philosophy, the ingredients, and the intricate techniques that define a cuisine that defies categorization and ignites the senses. More than recipes, it’s an invitation to experience the intensity of Ikoyi.