Paper White identifies Eurostar buffet cars

London consultancy Paper White has created a new identity for Eurostar’s bar and buffet cars, as part of its wider on-going work redesigning Eurostar’s entire literature output.

The creative brief was to update Eurostar’s old-style “buffet car” identity, says Paper White project manager Nathalie Bucher. Working closely with food photographer Jhon Kevern, it updated the menus by introducing bright shades of red, green and aqua blue to enhance the product shots.

A more contemporary typeface replaces the existing handwriting-style typography.

“The buffet cars featured metal chrome interiors and black and white colourways – they basically lacked vibrancy,” adds Bucher.

Polly Howard, marketing manager of Eurostar caterer Momentum, says the current design of the Eurostar bar is uninspiring and many products on sale lack visibility. It aims to reduce queues by ensuring customers have their first choice food before reaching the counter, she adds.

Paper White was appointed by Momentum, which won a three-year contract in June to provide Eurostar’s on-board food and drink. Momentum was tasked with improving the quality of the catering and, ultimately, sales. It will update all the cross-channel train operator’s literature, which it aims to complete by 2003.

A spokeswoman for Eurostar confirms that it is undergoing a “major refurbishment” of its train interiors.