The branding for Recipease, Jamie Oliver’s flagship retail store, has been unveiled by Williams Murray Hamm, with a store set to open in London’s Notting Hill Gate this month.
WMH, who created the original identity and graphics for Recipease, conducted a review of the existing brand to bring its more recognisable features to life, including Kevin the chicken.
Garrick Hamm, creative director of Williams Murray Hamm, said: “Since we created the original airfix brand Recipease as a business has evolved and taken flight. We wanted to reflect this by setting the brand free from its previous kit form, loosen it up and inject a bit more light-hearted fun.
“Recipease is retail brand that stands for ‘beautiful chaos’, it’s a warm inviting, inspiring place with a real sense of playfulness at its heart. Our work helps to successfully tell that story."
The agency worked with restaurant designers Martin Brudnizki Design on the brief, which included designing the graphics for the building wrap over two floors, evolving the Recipease brand, livening up the tone of voice, point of sale graphics, menus - colour coded for time of day - and locker room graphics.