Jamie Oliver to open flagship Recipease store

Recipease is a food and kitchen store which also features a café and a space where people can also come and learn to cook. WMH describes it as ‘a social community hub where anyone can come in and really get involved with food’.

WMH created the original identity and graphics for Recipease, which opened its first stores in Clapham and Brighton in 2009.

For the new flagship store, which opens next week, WMH has reviewed the branding – which was developed around an airfix kit concept – to ‘set it free’.

It has aimed to bring individual characters, such as Kevin the Chicken, to life.

Garrick Hamm, creative director at WMH, says, ‘Since we created the original airfix brand Recipease as a business has evolved and taken flight. We wanted to reflect this by setting the brand free from its previous kit for, loosening it up and injecting a bit more light-hearted fun.’

WMH has created a building wrap for the two-storey store, as well as new tone-of-voice, point-of-sale material and menus colour-coded for the time of day.

The new branding is also set to roll out across the existing Recipease stores.

Martin Brudnizki is working on the interior design of the two-floor 500m2 site. Jamie Oliver says his ambition is for the store to become known as ‘the Apple store of cooking’.