The identity is based on the Cornish Blue British kitchenware brand, which debuted in the 1920s; while the blue and white colour palette is influenced by vintage kitchen appliances. The branding is being applied across all touchpoints including signage, marketing materials, staff uniforms, interiors and packaging.
The consultancy was appointed to the project by Gordon Ramsay’s father-in-law, and former chief executive of Gordon Ramsay Holdings, Chris Hutcheson and his son Adam. Work began on the concept in May 2011.
David Callcott, Cada director, says, ‘We had to create a name that depicted the offer and a story for it, and make sure that it’s established through every element.’
He adds, ‘We wanted it to be fresh and show that the product is of quality, so it’s clean, simple and modern in its feeling. I think we’ve achieved that without making it too clinical and sharp.’
Packaging has been designed to allow customers to interact with it, for example the bags can unfold to form a ‘table cloth’ to encourage sharing of the food, referencing the restaurant’s ‘the art of sharing’ tag line.
The tag line is also shown on posters; while ‘simple’ uniforms were designed to reflect ‘the idea of traditional vs modern.’
According to Callcott, the interiors use a simple design, featuring pendant lighting, polished stainless steel and white tiles along the back counter. A small run of tables and stalls are used, though the offer is mainly a ‘to-go’ option aimed predominantly at office workers and tourists.
The first Scoffs opens this week in Victoria, London, and will then be rolled out to further London sites in future.