Britain’s most famous nationwide roadside restaurant. Festival goers, holidaying families, Rod and Doreen on their way to the seaside—their audience is everybody on the road.
Over the years, travelers’ needs changed and Little Chef didn’t. Somewhat neglected and underinvested, Little Chef lost its place as the nation’s favorite place to stop. But the essence of Little Chef is more relevant today than ever—great quality food, made just for you. The job was to reinvent Little Chef while respecting the heritage and loyal customer base it already had.
The essence of the new brand is “Wonderfully British” and it runs through everything. Little Chef and red go hand-in-hand, but why stop at ketchup red when you can have mushy pea green, raspberry ripple pink, English mustard yellow, and baked bean orange? As well as the visual identity, we made sure that the British sense of humor came through in the tone of all our communications—everything from the menu to the packaging. This, coupled with bold type and the logo, gave a fresh, bold new lease on life to the brand.