Loaf

The background: A man who had worked in the restaurant retail sourcing business for a while wanted to turn his hand to building a food business for himself. He managed, through his experience, to get a great location on Tottenham Court Road in London. What he didn’t have was an exact concept of how to pitch the business. All he did know was that he wanted to sell toast.

What we did: Through the brand values exercises, we got to the bottom of what made toast something he really liked. The comfort of it, the homeliness, and the ease. We took these values and developed deeper to find the brand values that this business would stand for, and which could aid the direction of the concept. We created the brand name and identity for Loaf, as well as the tagline. We also looked at how the concept could come alive through a light influence to the interior design.