Nestled in the heart of Britain’s culinary culture, Roast is a landmark British restaurant in London’s iconic Borough Market. Opened in 2005 by restauranteur Iqbal Wahhab OBE, founder of the legendary Cinnamon Club, Roast has won acclaim and awards across the UK. Using the finest seasonal produce from British farmers and producers, many of the ingredients used by Head Chef Marcus Verberne come from Borough Market’s very own stalls.
Through the 10 years since its launch, Roast's branding and communications had overtime become inconsistent and dated and they came to us to undergo a mini brand refresh. They wanted to retain the iconic logomark, but look at how they could better convey the quality and elegance of their dining experience through a new visual approach, including colours, textures and imagery.
We took inspiration from the environment of the restaurant and its surroundings in Borough Market, revising the colour palette to more natural, elegant tones, introducing wooden and copper textures, as well as refining and modernising the typefaces. We created a style for photography and illustrations that would emphasise the focus on provenance of the ingredients used everyday at the restaurant.
We collated these principles in a mini-brand guidelines, which was then rolled out across all of the restaurants communications and touchpoints, everything from the website, menus, product packaging, corporate stationery and electronic marketing.