Robot Food brands Jenson Button-backed restaurant

Harrogate-based consultancy Robot Food has created the branding for new restaurant brand Victus, which has opened its first branch in the town and is backed by Formula One star Jenson Button.


The consultancy has developed an identity for the restaurant as well as a website, signage, point-of-sale material, menus and uniforms.

Victus aims to offer fresh, healthy seasonal food. Victus founding member Jenson Button says, ‘Having a keen interest in great food and different types of cuisines from around the world I wanted to be part of a restaurant that combined all of my favourite elements of dining out with friends.’

The company says, ‘Victus stands for Love, Life and Food and that ethos has been applied to everything, from the food on the menu to the artwork on the walls.’

It says it has been planning the Victus launch for two years, while refurbishment has been ongoing on site for five months.

For the identity, Robot Food has develped a logo with five colourways to add variation. The identity can also be stripped back to just the typeface for applications such as main exterior signage.

The brand illustration was created by illustrator Jono Wood and has also been used to created bespoke wallpaper within the restaurant.

Hide Comments (2)Show Comments (2)
  • Nathan David Smith November 30, -0001 at 12:00 am

    Oh dear goodness, that’s horrific.

  • steve parish November 30, -0001 at 12:00 am

    Is it me or is the shape that of a sanitary towel?

  • Post a comment

Latest articles