TGK – The Gorgeous Kitchen
SECRET FOODIE HAVEN
The Gorgeous Kitchen, is an airport eatery that has become a travellers’ destination. In fact, it’s regarded by frequent visitors as one of the best-kept secrets of Heathrow. Tucked away in a quiet corner of Terminal 2 with fantastic runway views, TGK serves high quality meals from a menu
designed by four leading chefs, Caroline Artiss, Sophie Michell, Jo Pratt and Gee Charman.
Client /
HMS Host
Client Type /
Food & Drink
Type of Work /
Branding, Strategy, Campaign, Art direction, Social media
We created a visual identity that would help portray Strada as a contemporary Italian dining experience, with the assets to be used across all forms of marketing communication. A wide range of creative routes were explored looking at illustration, photography, typography and colour to capture the contemporary nature of the revitalised brand. The initial creative pushed boundaries which encouraged a productive debate over the direction of the brand. This approach led us to an exciting, vibrant and new visual identity.
We created a cleaner and more modern logotype with a fresh colour palette. The addition of a monogram gives more versatility across branding touchpoints. For print we’ve used bold, vibrant colours teamed with striking illustrations which provide contrast and standout against the cool, modern tones used in the branding.
​
Strada is now trading strongly in three London locations. The visual identity allows the marketing collateral to have pace and drive traffic to the website and to the restaurants. Strada is back to where it always should have been, a fun Italian dining experience.
We were asked to take part in a pitch proposal for developing a full brand concept which involved defining the brand, creating a new visual identity (logos, all core brand assets and imagery), tone of voice and concept launch campaign. We crafted a visual atmosphere around the idea of reveal and secrecy. Combining contemporary and refreshing graphics with a new brand strapline "Secret Foodie Haven”. This then became the base of a social campaign that integrated the hashtag's "Hide and Eat”.
​
Our "big idea" won the heart of the board and marketing team, which lead to art directing both video and photo shoots, and creating a suite of graphic assets for the social media campaign as well as POS for the restaurant. We've been collaborating with TGK's team to help them stand out and create awareness whilst building their brand to entice new customers and delight their existing ones. We created a definition that TGK could hang their hat on and communicate the brand USP’s through in a very competitive industry, within Heathrow's saturated Terminal 2. Style guides and marketing toolkits were created and supplied for in-house management moving forwards.
