One Leicester Street’s new brand identity by A.P.F.E.L.

A Practice for Everyday Life (APFEL), a design agency based in London, has recently designed and art directed the brand identity for a new restaurant and bar located in the Soho district – One Leicester Street.

The studio, celebrated for their conscientious and rigorous methodologies, took inspiration from the direct environment of the restaurant, and added the worldly tactility of travel, to create a holistic brand experience with just a few well-chosen and carefully crafted elements.

The typography in the project was chosen and hand-lettered to evoke the street signage of the area, and to ensure a continued freshness to the menu (which changes every season) APFEL will commission a new illustrator each year for the menu’s artwork.

The project involved developing and designing the logo, menu cards, interior and exterior signage, stationery, marketing materials and the restaurant’s website. Having developed the identity, APFEL called upon other professional groups including Universal Design Studio – for developing the interior re-fit and the decorative scheme; artist Sister Arrow – to create the restaurant and bar menu illustrations; and clothing designers Comradettes – to design custom-made uniforms for the staff.

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