Cada designs ‘British tapas’ brand Scoffs

Cada has created the branding and interior designs for new ‘British tapas’ outlet Scoffs.

Scoffs interior counter
Scoffs interior counter

The identity is based on the Cornish Blue British kitchenware brand, which debuted in the 1920s; while the blue and white colour palette is influenced by vintage kitchen appliances. The branding is being applied across all touchpoints including signage, marketing materials, staff uniforms, interiors and packaging.

Scoffs stackable trays
Scoffs stackable trays

The consultancy was appointed to the project by Gordon Ramsay’s father-in-law, and former chief executive of Gordon Ramsay Holdings, Chris Hutcheson and his son Adam. Work began on the concept in May 2011.

David Callcott, Cada director, says, ‘We had to create a name that depicted the offer and a story for it, and make sure that it’s established through every element.’

He adds, ‘We wanted it to be fresh and show that the product is of quality, so it’s clean, simple and modern in its feeling. I think we’ve achieved that without making it too clinical and sharp.’

Scoffs exterior sketch
Scoffs exterior sketch

Packaging has been designed to allow customers to interact with it, for example the bags can unfold to form a ‘table cloth’ to encourage sharing of the food, referencing the restaurant’s ‘the art of sharing’ tag line.

Bag that changes into a tablecloth
Bag that changes into a tablecloth

The tag line is also shown on posters; while ‘simple’ uniforms were designed to reflect ‘the idea of traditional vs modern.’

Scoffs interior sketch
Scoffs interior sketch

According to Callcott, the interiors use a simple design, featuring pendant lighting, polished stainless steel and white tiles along the back counter. A small run of tables and stalls are used, though the offer is mainly a ‘to-go’ option aimed predominantly at office workers and tourists.

Scoffs window
Scoffs window

The first Scoffs opens this week in Victoria, London, and will then be rolled out to further London sites in future.

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