The consultancy had previously overhauled the graphics for the restaurant’s other three sites in London – New Row, Great Castle Street and Goodge Street, in February last year. It was appointed to the Kings Cross interiors project in December 2011 following a creative pitch, and was tasked with using the previous graphics work along with creating the restaurant interiors, exterior and interiors signage and project managing the site.
The restaurant will incorporate the identity modified by Cada for the other three branches, and the interiors use the signature Benito’s Hat colour palette of orange, green and the brown ‘wood look.’
Darren Calcott, head of graphics at Cada, says, ‘The core brief here was to not lose people who know Benito’s Hat from those areas, and to retain the look and feel but tailor it to a different audience for commuters at King’s Cross.’
The King’s Cross site’s interiors draw on the Benito’s Hat logo, with features a green Volkswagen taxi marque, using headlight light fittings and number plates. There is also a reference to a London taxi to evoke the idea of creating a Mexican feel within the capital, according to Calcott.
The restaurant uses a mezzanine level and has incorporated two counters – an ‘express’ counter for pre-prepared meals and coffees, and a ‘create your own lunch’ counter.
Calcott adds, ‘From the other sites we wanted the quite authentic, relaxed, young feeling. We had to create stand-out – hence the vibrant colour palette.’
The King’s Cross site opened yesterday.