Boots reveals café concept

John Herbert Partnership, Lewis Moberly and Pentagram’s John McConnell have designed the first of what could be a new wave of in-store cafés for Boots The Chemists.

Boots has revealed to Design Week that the Sandwich Café will open on 5 October in Boots’ new Birmingham store. If successful it will be rolled out across bigger UK outlets. It could spark the launch of standalone, Boots-branded high street cafés.

JHP’s Sandwich Café design is intended to be simple and contemporary, with the emphasis on extending Boots’ brand values. Lewis Moberly is responsible for the identity and interior graphics. The café concept is related to the identity Lewis Moberly created for Boots lunchtime foods. Simple shapes such as a leaf, fish and eggs have been extended to glass wall murals, signage, menus, carrier bags, cups and packaging.

Photographic images, by Juliet Piddington, add bright colours to the overall look of the café by focusing on freshly prepared ingredients and freshly baked bread. The words Sandwich Café are depicted in serif lettering and cast in stainless steel.

Lewis Moberly director Mary Lewis says: “The brief was to create a ‘foody’ experience which would underscore the real momentum Boots now has in this category, and the extended product offer.”

Boots food category general manager Simon Potts adds: “We want to make a point of difference so customers have an experience to remember. We are looking to continually change and provide inspiration.”

The Sandwich Café will offer gourmet sandwiches, both to eat in and take away, at prices on a par with independent cafés.