OXBO

The Hilton Hotel Group appointed us to rebrand and refresh OXBO, one of their flagship restaurant concepts. A name steeped in pastoral heritage, OXBO takes its cue from a time when oxen worked the land and nature was honoured through craft and care. The concept celebrates mindful farming, seasonal produce and rustic abundance, with a focus on authenticity, sustainability, and the comforting joy of great food shared with others.

We began by redefining OXBO’s brand values and visual identity, drawing inspiration from nature’s raw textures and the honest labour of the land. From there, we developed the full concept design of the restaurant, first brought to life at Hilton Reading — a complete interior fit-out from moodboards to joinery to final styling. The interior storytelling focused on tactile materials, natural finishes, and a visual narrative that felt rooted in place and purpose.

Since the original concept in Reading, we’ve been rolling out the OXBO brand across Europe, helping Hilton bring the concept to new cities. In Sofia, Bulgaria and Vienna, Austria, we’ve extended the design language and adapted the concept to reflect local context while maintaining the core spirit of the brand.

For Vienna, we also created a bespoke art collection for the restaurant, centred around tree and fish rubbings, abstract woodblock prints and textural mark-making. These artworks bring nature indoors in a quiet, poetic way — connecting the brand’s agrarian spirit to the visual culture of each space.

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