Retro bangers’n’ mash joint S&M will open its latest branch this week in London’s Leadenhall Market, with a new look created by Sea Design.
The quirky London restaurant franchise is planning to opening further sites in Smithfield Market this September, in addition to its cafés in Leadenhall Market, Islington, Notting Hill and The O2 arena.
Located in the historical heart of the city, the ambitious 290m2 Leadenhall Market restaurant is the fourth S&M site in London, with capacity for more than 200 customers across three floors.
The new strap line ‘Great British Grub’, created by Sea, positions the restaurant firmly within the British café tradition, while a bold monochromatic S&M logo, featuring a prominent ampersand, adds a contemporary twist.
The fresh identity will be applied to the restaurant signage, staff uniforms, takeaway carrier bags, cutlery and crockery.
Heading the project is Sea creative director John Simpson, who revisited the concept of traditional English ‘comfort food’ as the basis of the redesign.
He says, ‘The brand was feeling anonymous on the high street, so we referred back to the restaurant’s heritage of “great British grub” to a brand identity that was strong and consistent across the board.’