The London Kitchen logo, branding and website

The visual identity for The London Kitchen includes a logo with many different variations, designed to communicate an approachable, friendly service alongside the diversity of the offer. The identity was applied to a striking, highly engaging website, designed to target a very specific demographic.

Objective

Create a logo, visual identity and website for premium event catering firm, The London Kitchen. The identity should communicate the brand’s unique personality whilst retaining a premium feel. The website should deliver a high volume of enquiries whilst ensuring that potential customers were aware of the premium nature of the offer.

Solution

We worked with The London Kitchen to establish the brand’s core values. We concluded that its point of difference lay in its staff who, led by popular director Damian Clarkson, were all friendly, service-focussed and, crucially, great fun. Our challenge was to communicate these values without losing sight of the premium nature of the offer.

We created an identity system based on a logo that could be changed on each application. The knife and fork and the typography remain consistent throughout but the plate device is replaced with illustrations that humorously communicate elements of the offer. The logo was designed be set on a grey background wherever possible, helping to balance the bright colours of the illustrations with a slick and professional feel.

For the website, we aimed to create a memorable and engaging experience totally unlike that of any of its competitors. The homepage took the form of a mission statement, boldly stating the brand’s values. This direct and upfront messaging was softened through the adoption of a visual approach incorporating rounded corners and pastel colours.

Success