To set the tone of its witty and playful personality, the team were keen to incorporate a cartoon sausage into the logo. In a subtle nod to old-school children’s comics, we created it with a bold and attention-grabbing monochrome palette. As well as housing the sausage, the logo contained the postcode of the restaurant so that should the business expand, each location could have its own variant of the logo.
For copy, we worked with tongue-in-cheek headlines and familiar colloquial phrases across the brand roll-out to reflect the brand’s relaxed, light-hearted attitude and typically British sense of humour. As part of the process, we produced bespoke fonts and icons, which ensured consistency across all touch points while emphasising the brand’s sense of fun.