Strategy | Branding | Design | Project Management | Sourcing | Art Direction | Narrative | Advertising
HOW TO DESIGN A FAST FOOD BRAND WITH TRADITIONAL VALUES IN A CONTEMPORARY WAY.
We recently completed the design and project management for a newely branded restaurant for The York Roast Co. in Chester. The primarily take away style business, which also trades from two sites in York was previously ‘York Hogroast’ and the Chester site is the first to incorporate a seating area.
We’ve designed the new Chester shop, as a template for the brand and the concept will be fine tuned across the two York restaurants, before rolling out in many other towns.
The York Roast Co. serves the finest hand carved meat sandwiches, drawing people in from the street with the mouth-watering theatre of the carvery display in the window. We decided to move from ‘York Hogroast’ to The York Roast Co. to emphasise the selection of the proposition and add an established feel.
As well as designing the new branding and interior, we managed the build and designed the finishing touches, such as POS, uniforms and packaging. We also developed the menu product offering with a food stylist and chef from our close network. Together we created the new ‘Beastly’ sandwich specials and introduced new items such as filled Yorkshire puddings and marinated pork ribs. We also complimented the offering, suggesting freshly ground coffee by Taylors of Harrogate and traditional drinks by Fentimans.
The identity is a blend of traditional and contemporary, mixing a butcher shop feel with the fast paced appeal of a New York deli. The takeaway counter is black granite, faced in reclaimed scaffold boards, with a backdrop of white subway tiling and black grout. The reclaimed scaffold boards reappear in the seating area as tabletops sat on bespoke, raw steel frames, with industrial red pendant lamps hanging above. The floor of the restaurant is tiled in a black and white check, which is mimicked in the check chef’s trousers worn by the staff. The colour palette mixes heritage black, with gold and white, for an old York feel in a contemporary setting and the logo illustration was created by Jono Wood from the Robot Food Artist Network.