London group labels optician and car service

Debi Ani Design Associates has created identities for two new small businesses – an optician and a chauffeur service.

The optician, Whitby & Co, is opening in a Grade II listed former bank building on London’s Fleet Street. The interiors are designed by the Fern Green Partnership.

Consultancy founder Debi Ani says the Whitby & Co identity is layered and open to suggest clarity.

Fern Green Partnership enabled the optician to refurbish the Victorian cornice-laden interior and to source antique showcases and a cash/reception desk.

The chauffeur service, Berkeley Square, is aimed at upmarket clients and larger hotels which require luxury limousine services. Ani says the silver foil-blocked identity is “serious and sophisticated” and uses the “naff” typefaces Pashey and Busorama.