Heston Blumenthal—the chef behind the Fat Duck at Bray—took on the challenge to reinvent the-restaurant-that-time-forgot. Praline updated Little Chef's corporate identity, and Ab Rogers Design created the interiors.

 

A more exciting colour palette was developed, focusing on a new spectrum from red through to orange. Those gradients and colour fades make the brand more dynamic and playful. Charlie, the much-loved brand character of Little Chef is now looking energetic and ready to serve in his new colours and minimised design. Using close crops and silhouettes of his famous profile, he now looks happier and more welcoming than ever. Hello Charlie...

 

Praline and ARD have created a sophisticated yet humorous graphic identity for Little Chef. A generational gap has been bridged. Every element of the new brand, from the new typography to the uniform; from the restaurant, into the toilets, onto the signage, celebrate Little Chef's rich history in a contemporary setting. Charlie's story continues into the 21st century, and beyond.