CLIENT Tom Aikens
DISCIPLINE Concept, branding, UX, UI
AGENCY BrandFuel Ltd
Pots, Pans & Boards, Tom Aikens' dubai-based restaurant concept, opened in September 2015. The restaurant endeavors to recreate the atmosphere of traditional and joyful family meals, with British cuisine directly served in a pot, pan or on a board, straight to the table. The whole nature of the service aims to encourage group sharing, tasting and fun.
The biggest challenge of this project was that the restaurant is based in Dubai so we had no access to the site itself. To overcome this we had to work closely with architects, Michaelis Boyd. They were able to report back on the 3D design development of the space which in turn would have a strong influence on the graphic treatment of the brand.
Working closely with Tom, I was responsible for developing the identity system for the restaurant. The identity draws inspiration from the eclectic elements of the concept and interior design. From the website, to the colour palette, to the signage, all brand touchpoints use a considered approach to material and texture to complement the menu and deliver a homely and tactile dining experience. As part of the identity system the branding includes a logotype and a marque that can be used separately and in specified context.