Create a distinctive brand identity for a new business in the heart of North London, one that stands out in a crowded food scene while staying authentic, direct, and instantly recognisable. The identity needed to communicate clearly, without gimmicks, and reflect the raw simplicity of the product.

A sharp, unapologetic identity rooted in urban culture, built around bold typography, direct language, and striking imagery. The brand strips everything back to the essentials: Bread. Meat. Sauce. Nothing hidden, nothing overexplained. Just honest products presented with an unexpected edge.

A bold and intriguing brand system that speaks confidently and straightforwardly to its audience. The result is an identity that feels raw yet refined, simple yet memorable, clearly stating “it is what it is”, while delivering an experience that feels unlike anything else in the local food landscape.