Little Chef tests Dig for Fire logo

The Little Chef restaurant chain is undertaking an open review of its identity, with the aim of winning customer approval for a slimline version of its iconic character Charlie.

Redesigned by Sheffield creative consultancy Dig for Fire, and now to be tested in focus groups over the next year, the idea to shape up Charlie’s happy-go- lucky paunch was hit upon while exploring the company’s healthier menus, explains Little Chef head of marketing Joanne Blake.