KERB has been set up by Petra Barran, one of the co-founders of King’s Cross street food hub Eat Street.
KERB replaces Eat Street and is also working on events, workshops and consultancy in a bid to develop London’s street food scene.
Studio Blake has developed an identity based around a cardboard carton, similar to that used by many street traders.
Studio Blake founder Peter Blake says, ‘The brief from KERB was to represent the industry in the most honest possible way. In reality there’s noise, there’s flavour, there’s people, there’s hustle. It’s not laminated or neat and tidy.’
Blake adds, ‘We thought that [a cardboard carton] was the most honest starting point, one that all the traders could relate to.
‘In the process of designing the logo we realised that it was going to be difficult to find something that represented each trader evenly. We went through many iterations before settling on this tough, idiosyncratic mark.’
Blake says the branding also has a strong emphasis on typography, and uses images from London street food photographers.
The identity is being used on the KERB website, also designed by Studio Blake, as well as a host of printed material.