Sunday, May 15, 2011

New logo: Little Chef


Little Chef is a chain of roadside rastaurants in the United Kingdom. Although it is considered something of a British icon, it has fallen behind the competition from international fast food chains for a long time. Recently, an overhaul of the visual identity for the chain was presented, created with venturethree.

The new look introduces a new friendly script wordmark, but also includes updated restaurant interiors and new packaging, all using a selection of vibrant new colours, with red still being the dominant one. The branding goes under the internal name "Wonderfully British", positioning the chain against international fast food giants.

The chain's mascot is a "little chef" called "Charlie", who has been updated to "give him new energy and purpose, and link the old and the new".

The "Charlie" mascot, before and after.

The new identity was brought to public attention on May 11. It is yet to launch on the official Little Chef website. When the announcement was made, venturethree claims that in less than one hour they got 40,000 hits on their website, which crashed briefly. A manifestation of the interest and love the British people still have for Little Chef.

The previous identity was only a few years old, launched in November 2008 and created by Ab Rogers.

Previous logo, used since 2008.



Logo used before 2008

Venturethree
Marketing
Creative Review

On the previous identity:
Little Chef (archive)
Ab Rogers

The following set of images comes from the venturethree case study.

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Roadside sign.

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Packaging for takeaway food.

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Resturant interior.

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Lollipops.

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New vibrant colours.

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Humorous placemats.

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Menus.

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Storefront signage.

These images of various branded items sure look exciting, but I don't know how the consumer will come in contact with them.

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