The Story of a Restaurant…

Ink-Design FEH_2013_091_F1_RGB all-stationary_digital_v4dFEH_2013_069_F1_RGBTom Sellers is one of London’s most promising young chefs and a firm friend of BrandFuel, so when he launched his own restaurant in April we jumped at the chance to be a part of its conception.

Restaurant Story takes inspiration from Tom’s simple, traditional dishes from gastronomic and provenance past. Personal and British, uncomplicated food cooked in a complicated way with spectacular attention to detail – a discovery. BrandFuel worked closely with Tom to create the restaurant brand identity and key touch-point items including menus, wine list and corporate stationery.

Our starting point for the branding was positioned around craft and provenance concepts inspired by the location and style of the restaurant being created by Tom and his talented team. We wanted to represent a rich history of hand craftsmanship and traditional techniques with a modern application and setting.

Giuly Favé, our junior designer, was responsible for the hand craft quality of the graphic identity, by using pen and ink on hand-made papers to achieve an original logo. Design work for all collateral materials was developed by the creative team with project direction from David Ball, BrandFuel founder & Account Director and Mark Nicholls, Creative Director. To amplify the identity we commissioned animal caricature illustrations by Rosie Blair that personified key figures in the restaurant and the historic location. From Ernest Bevin – the Prime Ministerial Owl – to Tom, the playful Otter himself, with (a few) anonymous characters that represented staff and dining guests.

The typeface design uses Aunt Mildred font, inspired by the logo and applied throughout to tie in with themes of heritage, history and elegance, balanced with a classic contemporary feel.

BrandFuel designed 4 unique menus featuring Rosie’s animal caricature illustrations, as well as 3 Bears’ Porridge dessert and wine menus.  Diners at each table are presented with the main menu as a book mark within an old leather-bound book – fitting with Tom’s Story concept for the restaurant. Wine menus arrive in a red leather wallet, bound by leather ribbon.

As well as creating the 2D designs for all menus, BrandFuel also carefully selected all materials and finishes to ensure consistency and quality of reproduction of the hand-drawn identity. Working closely with Downey & Co. engravers & printers for the stationery production we selected Strathmore writing soft white, on which each item was die stamped by Downey’s with Restaurant Story branding. Business cards used a duplex process to ensure that the imprint of the die stamp did not appear on the reverse side.

BrandFuel have also designed the Story website which reflects the simplicity of the restaurant itself; featuring Tom’s vision statement, reservations engine, menus and antique location maps.

Finally, together with our social media team Social Fuel, we applied the new brand identity across social media channels such as Twitter, Facebook and Instagram.

Photos by Fay Elizabeth Harpham


TOPSHOP Photobooth creative journey_670px

In February, we installed a Google+ themed video wall window display and photo booth in Topshop’s flagship store in Oxford Circus, as part of London Fashion Week 2013.


For the photo booth our solution was to create a structure that visually communicated something photographic in nature and also clearly promoted the Google+ brand. We took inspiration from the classic retro camera with its prominent flash bulb feature.

In the mix we had to consider technical requirements, Topshop’s premium space usage, Google brand promotion and the end user experience. The technical considerations included precise camera focal lengths, storage of computer kit and a structure that could be flat packed for economic transportation. Retail space in a major retail environment on Oxford street comes at a premium, so the design needed to as compact as possible but also big enough to be practical for the end user and to create brand awareness.

The booth was styled in a contemporary design to reflect the innovative brand values of Google and Topshop’s cutting edge fashion range, with the ‘Be the Model’ creative acting as a call to action, engaging shoppers.

Beyond this event the photo booth has been “future-proof designed” with substantial reuse in mind; the branding & graphic content can be easily updated, the booth can be extended in size, the changing room is detachable and the access to the changing room can be re-configured depending on the site requirements.


The video wall window display followed the design styling of the photo booth in so forming a strong visual connection to support the G+ / Topshop partnership in-store promotion. The screen showed the Topshop Fashion show ‘live’ which took place at the TATE modern, connecting shoppers with the London Fashion Week experience.

We took this project from the initial seeds of an idea into reality, seeing through the creative process from conception to completion.

January News

We start the New Year with some fresh faces in the office, who bring a wealth of experience and character to our family – and so far we’ve had a jam-packed start to 2013, with plenty of live projects and pitches keeping us busy.

Many of the team valiantly battled the weather and made it to Davos, Switzerland last week for the annual World Economic Forum, where BrandFuel successfully delivered Google’s annual executive dinner for the third year running, along with an evening party for one of our new clients – McKinsey. As well as this we currently have a few other projects underway for Google, one of which is a Google+ window display at the flagship Topshop store on Oxford Street. This will be going live on February 15th in conjunction with London Fashion Week.

Meanwhile, the design team have been hard at work on branding creation for the launch of Tom Seller’s new London ‘Story Restaurant’, which opens soon (they’ll be hoping to sample some of Tom’s delicious cuisine ahead of the launch no doubt).

We’re very pleased to announce that 2013 also sees us working with a host of exciting new clients, including Twitter, McKinsey and Wildfire among others. More news to follow on the projects we’re involved with.

Here’s to a fantastic year ahead!

Hope and Homes for Children

In the spirit of Christmas good will, this year we have made the decision to support Hope and Homes for Children, an international charity working to ensure that all children have the chance to grow up in the love of a family. Using our event experience, creativity, our connections and most valuably our time, we can produce ideas that can help fund activities that enrich the lives of children.

As part of their fundraising efforts the Hope and Homes team set up a stall at Salisbury Christmas market on the 5th December, with BrandFuel making an appearance to put their persuasiveness skills to the test and help with the sales pitch! Prior to the big day, a few of our Fuellers headed down to Wiltshire to craft some Christmas decorations alongside the Hope and Homes team, all of which proved popular among the Christmas shoppers. In total over £450 was raised, with every penny going to the charity.

Merry Christmas from the BrandFuel team, and we’ll look forward to continuing to support Hope and Homes for Children in the New Year.

BrandFuel does Movember

We’re never one to shy away from a challenge, especially when it’s for a good cause, so naturally some members of the team have been participating in Movember this month. Olly (our resident SocialFuel representative), Richard and Stuart have been lovingly grooming their facial fuzz for the past few weeks as part of the month-long campaign to raise awareness and funds for men’s health – specifically prostate cancer and other cancers that affect men.

As you can see they’re lending each other some much-needed moral support, and we’re sure you’ll agree they look extremely handsome and refined (cough cough).

If you’d like to show your support for the cause and make a donation to one our Fuellers follow the links below.


Award Winning Agency

Over the past 18 months, BrandFuel have won an astonishing 13 industry awards- at least one for every Award Ceremony we have entered. Most recently, we’ve taken home 3 awards in the last 3 months, culminating with the Creative Event Agency of the Year win at the Event Awards in October.

For us, winning is about delivering creative experiences as one team in collaboration, with respect for the skills and opinions of others. We have one objective; to deliver an ‘enriching experience,’ winning the hearts and minds of all those associated with it.

To achieve this we must strive to be the best in everything we do. This starts with building strong relationships and enabling creativity to shine, resulting in delivering a seamless execution which exceeds expectations through high quality production, logistics and project management.

Receiving an award is fantastic industry recognition and a great accolade, so 13 awards is certainly an achievement to be proud of, and one which we are thankful to be the recipient of.


Creative Event Agency of the Year 2012

Our work with Android for the 2012 Mobile World Congress, alongside projects for clients such as UEFA and Euro RSCG contributed to our win for Creative Event Agency of the Year at this year’s Event Awards. You can read more on the Android stand below, but it’s not just MWC that BrandFuel have excelled in this year. The opening ceremony for UEFA Europa League Final 2012 was deemed the best spectacle yet, and for the third year in a row we brought together the brightest young minds from 171 countries for One Young World on behalf of Euro RSCG, which was a huge success.


Best Exhibition Stand

For the second year running, BrandFuel picked up Best Exhibition Stand for our work on the Android stand at MWC. We enhanced the visitor experience by creating dedicated check-in areas, modifying the walkway position around the stand, and designing a VIP/press zone where meetings and presentations could take place. The urban graffiti music zone and free Android-shaped ice-cream sandwiches contributed to the overall experience created, showcasing the Ice Cream Sandwich (ICS) platform. We not only increased traffic to the stand by 14,400 on last year’s event, but also garnered 63,200 website mentions for Android, more than their competitors combined.

Award Wins!

In amongst all the new projects we’ve been working on recently we found some time to make an appearance at the Event Awards, taking home two trophies in the process! The Awards took place on the 5th of October in London, with BrandFuel winning Best Exhibition Stand for the second year in a row, as well as the big one – Creative Event Agency of the year!

Just a couple of weeks earlier we won Best Global Conference at the C&IT Conference Awards for our work with One Young World, so all three trophies are now being proudly displayed in the office alongside our collection from last year, serving as reminders of a job well done and inspiration for projects to come.

BGC Charity Day 2012

On September 11th BrandFuel delivered the BGC Charity Day for the 8th year running, marking the 11th anniversary of 9/11. The event was a huge success, with a host of famous faces taking to the trading room floors to raise money for their associated charities. Before the day had even finished the event had been mentioned in the Metro, and an article on the Daily Mail online soon followed. A particular highlight for us was Lewis Hamilton and Mo Farrah doing the Mobot together!

Fun facts about the day:

-          We used a ton and a half of sand, 18 floors up!

-          Approx. 12 million pounds was raised in total for 25 UK charities

-          Animals that were there: Monkey, lemur, 2 parrots, baby crocodile

-          Famous faces other than the above included Sarah Ferguson (the Duchess of York), Princess Beatrice, Joan Collins, Sir Roger Moore, Leona Lewis, Andrew Strauss and Sir Andrew Lloyd Webber to name but a few!


We were delighted with the outcome and once again enjoyed being a part of such an inspiring project. Here’s to next year!

Fuellers on the run!

As some of you may know, one of our long standing freelancers and friends was diagnosed with lymphoblastic lymphoma shortly before Christmas 2011. In light of this, BrandFuel will be staging or participating in a number of initiatives for the Anthony Nolan Trust in 2012, and on July 8th BrandFuellers and friends ran the British 10k, raising a whopping £8245.03 in the process! We’d like to give a big thanks to everyone who took part and donated.

Stay tuned to find out how you can get involved in the next fundraiser!

#I WAS THERE Westfield Photobooth balls

Westfield Photobooth

BrandFuel took a foray into the consumer World recently, getting involved with our friends at Google+ in a project we’ve been lovingly referring to as ‘Westfield Balls’ in the office…

The task was to create some simple yet effective designs for two rival photo booth balls in Westfield Stratford and Shepherds Bush, supporting their ‘#IWASTHERE’ Twitter campaign. Shoppers were able to have their picture taken in the booths, following which photos were directly uploaded to their Google+ accounts. Our trusty 3D designer Terence rose to the challenge and turned the artwork round to meet the short deadline, and we’re sure you’ll agree the result is slick and eye-catching!

The Westfield photo booth balls even gained coverage in the Evening Standard, with the accompanying visual highlighting the popularity of the project so far. Shoppers have been queuing up to have their moment in the booth, and at BrandFuel we’re glad to have been a part of this experimental experience.

Head down to Westfield to take a closer look.