Williams Murray Hamm has created branding and graphics for Jamie Oliver's flagship store Recipease, due to open in London's Notting Hill Gate mid-August.
Set over two floors of prime retail space on the corner of Pembridge Road and Notting Hill Gate, the 5000sq ft site is the 3rd Recipease store to open. Formerly occupied by WH Smith, the West London flagship is currently wrapped in a giant hoarding designed by London based Williams Murray Hamm, telling the story of what's soon to come.
Recipease is a social community hub where anyone can come in and really get involved with food. In a mixed-use space, you can learn about food, get inspiration, learn new cooking skills - whether novice or pro -, buy ingredients and cookware or the ready made takeaway meals cooked by the professional chefs on site. There's also a cafe, where you can indulge in freshly cooked food from the 'time of day' menus; be it breakfast, morning coffee, lunch, afternoon tea or evening meals.
WMH, who created the original identity and graphics for Recipease, conducted a review of the existing brand. It was felt that it (the brand) needed to move on from its original framework and bring its more recognizable features to life, central to which is Kevin the chicken. "Since we created the original airfix brand Recipease as a business has evolved and taken flight," said Garrick Hamm, creative director of Williams Murray Hamm. "We wanted to reflect this by setting the brand free from its previous kit form, loosen it up and inject a bit more light-hearted fun.
Recipease is retail brand that stands for 'beautiful chaos', it's a warm inviting, inspiring place with a real sense of playfulness at its heart. Our work helps to successfully tell that story."
WMH worked closely with award winning restaurant designers Martin Brudnizki Design. WMH's scope of work includes designing the graphics for the building wrap over two floors, evolving the Recipease brand, livening up the tone of voice, point of sale graphics, menus - color coded for time of day - and locker room graphics.