Ethos restaurant features silver birch trees inside

I-Am has created the branding and interiors for new vegetarian restaurant Ethos.

Ethos
Ethos

The consultancy worked with Ethos founder Jessica Kruger on the project to create designs for the central London self-service restaurant, which uses a stags head device for its logo.

Ethos branding
Ethos branding

According to I-Am, the design concept is based on “ideas of quality and abundance”.

The birch trees inside Ethos
The birch trees inside Ethos

Floor to ceiling four metre high birch trees feature in the restaurant’s main space, looking to deliver a “natural and organic element”, according to I-Am.

Ethos interiors
Ethos interiors

James Coates, I-Am design 3D design team leader says: “The key design is built around the idea of the ‘fruit of the forest’, related to the natural ingredients used in the food.

“We also wanted to give the idea of abundance, as you would find in a forest. We used birch trees to highlight that connection.”

Ethos interiors
Ethos interiors

The interiors use a colour palette of blue, gold and silver touches against a neutral backdrop. Materials include ceramic tiles, Iroko timber, brass and stainless steel.

Black Port Laurent and white Calacatta marble are used for the counter and food display pods.

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