The Plant brands new Jamie Oliver Trattoria venture

Jamie Oliver is launching new restaurant Trattoria, with branding by The Plant.

Trattoria Richond glassware.
Trattoria Richond glassware.

The first Trattoria branch will open next week in Richmond, west London, with interiors designed by Blacksheep. Work began on the Trattoria project around November last year.

Trattoria will be loosely based on the Jamie’s Italian brand, though with a more ‘local Italian’ feel, according to The Plant.

Trattoria Richmond stationery
Trattoria Richmond stationery

Matt Utber, The Plant founder, says, ‘It’s a Jamie’s Italian sub-brand in a sense, but what they’re offering is a more direct, stripped-down menu. It’s a very simple offer but with all the quality you’d expect from a Jamie’s Italian.

‘[The Jamie Oliver brand] wanted to build an offering that’s more appropriate to take into the suburbs and smaller towns.’

The branding uses a black and red colour palette, with interiors aiming to give a ‘simple, stripped-back’ feel, according to Utber.

He says, ‘From a brand perspective we wanted to create a sense of a much more local restaurant. It’s a more intimate experience – the food and visual aspects look more family–owned. The approach we’ve taken to the design is very honest.’

Trattoria Richmond menu.
Trattoria Richmond menu.

The Plant used traditional-looking gold-leaf script typography for the signage and shop front, and a menu featuring ‘very simple’ typographic and design elements. 

Trattoria signage
Trattoria signage

As brand guardian for Jamie Oliver, The Plant has worked on other projects including Jamie Oliver at Gatwick, which also features interiors by Blacksheep, British restaurant Union Jacks and a number of Jamie’s Italian restaurants.

There are currently no firm plans to open further branches of Trattoria.

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