WORK: A charming new identity for Foxlow restaurants

Charlie Smith Design’s new branding for British steak restaurant Foxlow combines playful illustrations with a “characterful” serif typeface and a contrasting colour palette.

The agency worked with Foxlow (founded by the team behind Hawksmoor) to devise a new brand direction and positioning. “This focused on the company’s happy and conscientious behaviour as well as their heritage, being born from a very traditional British steak restaurant ,” says the agency.

“We used the new positioning to rebrand the restaurant, focusing on creating an identity that had threads of tradition presented in a youthful and playful manner. A new logo was created using a characterful serif font which balanced the traditional with a more quirky edge. Colour was also used in a similar way, paring traditional darker tones with contemporary feeling brights and unusual combinations.”

Charming illustrations by Bradley Jay add a touch of humour. Artwork appears on menus and signage as well as window displays and tokens given out to customers.

Charlie Smith Design worked with architects Macaulay Sinclair and developers Propeller on the signage, website and e-newsletter design.

More on the project here.