20/20 Hopes to satisfy niche with Loaf & Leaf

Retail specialist 20/20 is designing and part financing a ‘healthy living alternative’ to fast-food chains, called Loaf & Leaf, which is expected to make its debut in London in the spring.

Founder George Grace, formerly with 20/20’s business innovation arm and a past director of Fresh & Wild, sees a gap in the market between existing sandwich or coffee bar chains and sit-down restaurants like Pizza Express.

The group, which began creative work in July, has created the name, identity and interiors for the project, with creative director Simon Stacey heading up the team.

The brief, says Grace, called for a ‘simple and generous brand personality combined with unexpected wit – Covent Garden Soup Company meets Mini’.

The interior design adopts a warm, natural palette in keeping with a brand that ‘draws on the goodness and pleasures of nature’, he adds. 20/20 design team leader Nina Eklund says the store must not be ‘too gimmicky or like a health farm’. The offering has to appear ‘thorough without being brown and earthy and contemporary without being elitist’, she explains.

Grace has secured £1m worth of private funding, in addition to 20/20’s undisclosed investment. He is seeking a further £250 000 as well as a suitable location for the pilot.

He says Loaf & Leaf, based on US formats, will combine the ‘speed and convenience’ of fast food with quality products made from ‘100 per cent natural’ ingredients.