Food and drink chain Eat to launch new identity

The Plant is rebranding coffee and food chain Eat, with Stiff and Trevillion working on new interiors for the outlets.

The current Eat logo
The current Eat logo, designed by Pentagram

The Plant was appointed to the project in June this year following a credentials pitch. Stiff and Trevillion was appointed independently of The Plant, though the consultancies have previously worked together on a number of projects such as Jamie’s Italian restaurants and the Art 13 art fair.

Eat has maintained its Pentagram-designed branding in broadly the same format since its launch in 1996, and the rebrand seeks to update the design and move away from the ‘very clean, almost counter-corporate’ look, according to Matt Utber, founder of The Plant.

‘I think our attitude towards branding has changed, and they’ve realised a lot of what they’re doing is a bit dated,’ he says.

‘We’re trying to distil their message into something that can inject a little more energy into the brand and give a sense of their passion and curiosity for food.’

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