First opened in 1958, Little Chef is a chain of restaurants found along the highways and 'A roads' in the UK. Currently operating 162 locations, Little Chef boasts of serving 10 million cups of tea, 12 million rashers of bacon, 10 million eggs, and 13 million sausages each year. At Little Chef you can sit down and order food, or take food to go, or just buy stuff. Sounds like a combination of Canada's Tim Hortons and the US's IHOP and 7-Eleven. Little Chef has just undergone a big revitalization of its identity, designed by London-based venturethree, and its restaurant design by Ab Rogers Design.
Old look of Little Chef.
With a rich history and 93% brand recognition, this rebrand was about evolution not revolution. Working to make Little Chef fresh, new and energised. At the same time, we had to respect its heritage, and loyal customer base of over 10 million people. A fine balance, and one that's been helped by keeping Charlie. He's been updated — he's friendlier and more refined, with new energy and purpose. But still instantly recognisable. He's the bridge between the old and the new. A symbol of our service heroes, he welcomes each customer into new Little Chef. He's used with respect, as a mark of quality.
— Press Release
Detail of Charlie, above, and new script wordmark, below.
I love evolutions, especially when they are well done. The redrawing of Charlie is simple and contemporary without losing any of the charm of the original — which reminds me of the Ghostbusters' Stay Puft Marshmallow Man. I'm also a sucker for well executed, monoweight scripts and this new wordmark is extremely nice and bouncy.
The essence of Little Chef is more relevant today than ever. Great quality food, made just for you. And now there's the added bonus of a Good to Go range, so if you're in a rush, you can get the best of Little Chef to take with you.
— Press Release
Good to Go packaging, signage, trays, and products, above and below.
The application of the 'Good to Go' line is also quite simple but very vibrant at the same time. I like the pairing of the bold slab serif with the pop-y colors and the contrast it has with the script wordmark. And those have to be the coolest trays ever.
We created a series of Wonderfully British ideas to enhance the brand. Like the iconic signage project, where we build giant models of key Little Chef / eating-out-British icons (lollipop, ketchup bottle, mug of tea etc) and take them on tour around the UK, stopping off for display at Little Chef restaurants around the country. As well as exciting product ideas and ways to create the best Little Chef experience.
— Press Release
We will have to see how these enormous sculptures play out, but it seems like a good idea. Overall, a fantastic revitalization.
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