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.’