Little Chef Design & Branding LITTLE CHEF by Ab Rogers Design, Venturethree

LITTLE CHEF

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market United Kingdom
Agency Ab Rogers Design
Agency Venturethree
Designer Mark Whittow Williams
Released April 2011

Credits & Description

Category: Consumer Services
Advertiser: LITTLE CHEF
Product/Service: RESTAURANTS
Agency: VENTURETHREE
Agency: AB ROGERS DESIGN
Creative Director And Partner: Stuart Watson (VentureThree)
Designer: Mark Williams (VentureThree)
Strategic Consultant And Writer: Joe Weir (VentureThree)
Project Director And Partner: Estelle Smithies (VentureThree)
Project Manager: Amy Attridge (VentureThree)
Strategic Partner: Philip Owell (VentureThree)
Media placement: 'Little Chef' External Signages - Little Chef New Refurbished Restaurants - 12 April 2011
Media placement: Branded Food Lining Paper - Little Chef Restaurants - 12 April 2011
Media placement: Food Trays - To Be Used In Little Chef Restaurants - Still In Development
Media placement: Menu Placemats - Little Chef Restaurants - 12 April 2011
Media placement: New Interior - Little Chef Restaurants - 12 April 2011
Media placement: Internal Menu Boards - Little Chef Restaurants - Still In Development
Media placement: New 'Charlie' Logo - In Restuarants, All Communication Material - 12 April 2011
Media placement: Takeaway Food Packaging - Distributed From Restaurants - 12 April 2011
Media placement: 'Mushy Pea' Cans - To Be Used In Little Chef Restaurants - Still In Development
Media placement: Tea Tins/picnic Basket - To Be Used In Little Chef Restaurants - Still In Development

Describe the brief from the client
This was a full rebrand. The restaurant was changing its menu, refurbishing and adding a new take away offer. With 93% recognition, it was about evolving what was already there and letting people know that Little Chef had changed for the good. Festivalgoers, holidaying families, traveling salesmen, Rod and Doreen on their way to the seaside; Little Chef needed to appeal to everyone on the road.

Describe the challenges and key objectives
Over the years, travellers’ needs changed, and Little Chef hadn't. Somewhat neglected and underinvested in for years, Little Chef lost its place as the nation's favourite place to stop. However, the essence of Little Chef is more relevant today than ever. Great quality food made just for you. Our job was to reinvent Little Chef, while respecting the heritage and loyal customer base it already had. Nevertheless, to make Little Chef great again, we had to open up to a completely new audience. With such a rich history, we knew that this was about evolution not revolution.

Describe how you arrived at the final design
‘Wonderfully British’ was the idea that runs through everything. Who else stands for eating out British? The idea was reflected in messaging with bags of personality and humour and was brought to life with big, bold typography and a colour palette, ranging from mushy pea green to baked bean orange. Charlie and the logotype were given a makeover and a new lease of life. However, he's still instantly recognisable as Charlie. He's the bridge between the old and new, he's a symbol of our service heroes and welcomes each customer into new Little Chef. Used with respect, a mark of quality.

Give some indication of how successful the outcome was in the market
The new concept restaurants saw a consistent uplift of 12% or more compared to the rest of the estate. Customer feedback was absolutely excellent, the tone of voice piece, in particular has been very warmly received.
The rebrand has really ignited a sense of energy into the business; the staff in the restaurants feel very proud to be a part of it. The rebrand has managed to retain previous customers, but attract new ones too.