JPCreative has Aikens on menu

JPCreative has designed an identity for upmarket and soon-to-be-celebrity chef Tom Aikens, who has opened an eponymous restaurant in Chelsea and features in a BBC TV documentary next year.

The 33-year-old chef, who at 26 was the youngest recipient of two Michelin stars, is planning to develop a positioning as a premium restaurant brand and JPCreative is poised to cook up any line extensions.

The group’s work has embraced internal and external signage, stationery, menus, marketing materials and a website, currently under construction.

The marque is ‘slick, clean and unfussy’, says JPCreative creative director Jeannette Pritchard, who likens the style to that of Chanel. ‘It’s cool and understated – like Aikens himself,’ she adds.

‘Premium ebony’ and ‘pristine white’ stock with charcoal and celadon colour-ways are among the materials used. Drinks menus have been handcrafted in nubuck leather with nickel-plated screw fixings.

Pritchard says, ‘It was vital to stay true to the values of the Tom Aikens product, [and deliver an] uncluttered and timeless look from which the brand can grow.’

The group was appointed without a pitch last November. Anouska Hempel, creator of The Hempel Hotel, has advised on interiors at the Elystan Street restaurant.

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