The Plant and Blacksheep create Jamie Oliver at Gatwick brand

Wed, 4 Jul 2012 | By Emily Gosling

The restaurant, which opens on Monday, sees the concepts brought together under the new brand Jamie Oliver at Gatwick, with branding and graphics created by The Plant.

The restaurant area uses the existing Jamie’s Italian look and feel, while the bar and ‘British Tapas’ area uses the Union Jacks concept, with interiors for both areas designed by Blacksheep.

The branding is based on the ‘joy of flying’ idea, incorporating airport rumble strips, city flight codes, passport stamps and some plane iconography. The branding is shown on packaging, bags and stickers for the food-to-go items, with the strap-line ‘Beautifully Fast Food’.

Matt Utber, founder of The Plant, says, ‘We decided the offering was stronger with both Union Jacks and Jamie’s Italian, plus a food-to-go section, which you need at an airport as people are in and out fairly quickly.

‘The three strands needed something more clearly defined because Union Jacks and Jamie’s Italian aren’t so well known to international travellers.’

Alongside the main restaurant space, the airport will also see two Citroën Vans displayed near the bad drop-off area, which serve drinks and act as advertising for the main space.

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