Norfolk-based King Design has created the identity for the Wolseley CafÃ©-Restaurant in London, due to open next week.
The work, worth £20 000 in fees to the consultancy, involved creation of a ‘corporate image’ to be applied to a range of 60 items for the restaurant, including stationery, exterior and interior signage, patisserie boxes, menus, matchboxes and website, www.thewolseley.com, says King Design designer Pete King.
The cafÃ© is located on the site of the former China House restaurant, originally a Wolseley Car Showroom built in 1919, and the group was briefed to ‘bridge the gap of understanding the nature of the building and the needs of a contemporary restaurant in a period environment,’ says Wolseley joint proprietor Jeremy King.
According to Pete King, the work features Art Deco and Art Nouveau-style typefaces appropriate to the period in which the building was constructed.
The motif is taken from a section of wrought iron above the building’s doors and windows. The colour-scheme reflects the stone-work in the restaurant, the black in its marble floor and its Chinoiserie panelling, he adds.
The group was appointed to the work on the strength of a previous relationship with Jeremy King and fellow Wolseley CafÃ©-Restaurant proprietor Christopher Corbin.
Interiors are by David Collins (DW 7 August).