i am food & drinks creds presentation

An introduction to our work in the international restaurant and hospitality sector

The Brand Experience People

Mumbai • London • Istanbul‘i-am’ associates

We design 360° customer experiences.

We help you define and influence how your customers experience your brand across the multitude of touchpoints. To do this we are experts in:

Brand Identity and Communications

Digital Design

Interior Design

Architecture Employee Engagement

We design restaurants that delight customers, build brand advocacy and deliver improved business performance.

We are ‘i-am’

Because of the work done by ‘i-am’, every day is as busy as a weekend, we always sell out of everything.’’Claire BuysonFounder

‘i-am’ created the Lakwatsa brand by developing a new identity, brand communication, and store design concept.

This included introducing quirky design ideas that fitted in a lounge atmosphere, but made Lakwatsa stand out from the crowd. ‘i-am’ designers developed swing seats of stripped back wood, vegetable crates topped with cushions held on by belts for additional seating. They also designed a scrabble letter menu board and a loyalty card system that features Polaroid pictures and Lakwatsa loyalty cards pinned on a cork wall.

Dubbed ‘the Starbucks of bubble tea’ in Marie Claire magazine, Lakwatsa has been going from strength to strength, and its loyal fan base continues to grow.

‘‘

Brand mark

Brand Mark

Menus, Loyalty Cards & Stamps

Loyalty cards

THIS ONE’S ON US. . . collect 10 stamps and receive a free drink

This card belongs to:

Website

COME & RELAX

Lakwatsa, 7Blenheim Cresent, London W11 2EETel +00386 3986 E info@lakwatsa.com

DRINKS • FOOD • EVENTSABOUT US • CONTACT US

Shopfront, Previous VisualShop Front

Threshold, Previous VisualThreshold

Courtyard, Previous VisualCourt Yard

Shop Front

ThresholdDescription

Loyalty Card Wall

Seating Area

Chilango Logotype: Angled Version

Chilango has achieved 100% uplift in sales. This is unheard of in the restaurant industry.’’Dan HoughtonFounding Partner, Chilango

We worked together with the Chilango founders on every creative aspect of their business. We created a brand name and introduced a true Latin spirit to the personality that customers could readily engage with.

The Chilango name perfectly captures the essence of modern Mexico and gives it a twist of urban cool. The new interior concept is fast, vibrant and energising.

Eight years down the line Chilango now has five successful UK sites and was recently awarded ‘best new restaurant concept’ at the ROTI awards.

‘‘

Brand Mark

Chilango Logotype: Angled Version

Characters

Chilango Bags: One Colour Print on White Recycled PaperTake Away Bags

Chilango Bags: One Colour Print on White Recycled Paper

142 fleet street

london ec4a 2bp

online at...

or visit our fleet

street restaurant

chilango.co.uk

1. choose your meal

extras drinks

2. select your filling 3. pick a salsa

what people say...

burrito

tortilla chips

and guacamole

tortilla chips

and salsa

tortilla chips

agua fresca

bottomless soda

mexican beers

bottled water

juices

grilled chicken

grilled steak

cochinito

vegetarian

black or pinto beans

pico de gallo

roasted tomato

chilango

add guacamole

burritos?

what’s in...

tender meat

grated cheese

romaine lettuce

sour cream

guacamole

coriander

lime rice

pinto or black

fresh salsa

Posters

RELIGION...Lorem ipsum dolor sit amet,consectetuer adipiscing elit, seddiam nonummy nibh euismod.Dolorum et tur espirol ipsum dolorsit amet sed diam nonummy vinoest veritas deum. Lorem ipsumdolor sit amet, consectetueradipiscing elit, sed diam nonummynibh euismod.

Lorem ipsum dolor sit amet, consectetueradipiscing elit, sed diam nonummy nibh euismod.Dolorum et tur espirol ipsum dolor sit amet seddiam nonummy vino est veritas deum. Loremipsum dolor sit amet, consectetuer adipiscing elit,sed diam nonummy nibh euismod.

MARIACHI MAGIC...Lorem ipsum dolor sit amet, consectetuer adipiscing elit,sed diam nonummy nibh euismod. Dolorum et tur espirolipsum dolor sit amet sed diam nonummy vino est veritasdeum. Lorem ipsum dolor sit amet, consectetuer adipiscingelit, sed diam nonummy nibh euismod.

WHAT IS CHILANGO?

Chilango Who?Lorem ipsum dolor sit amet,consectetuer adipiscing elit, sed diamnonummy nibh euismod. Dolorum ettur espirol ipsum dolor sit amet seddiam nonummy vino est veritas deum.Lorem ipsum dolor sit amet,consectetuer adipiscing elit, sed diamnonummy nibh euismod.

Colour Worship...Lorem ipsum dolor sit amet,consectetuer adipiscing elit, sed diamnonummy nibh euismod. Dolorum ettur espirol ipsum dolor sit amet seddiam nonummy vino est veritas deum.Lorem ipsum dolor sit amet,consectetuer adipiscing elit, sed diamnonummy nibh euismod.

The Soul Of MexicoLorem ipsum dolor sit amet, consectetuer adipiscing elit,sed diam nonummy nibh euismod. Dolorum et tur espirolipsum dolor sit amet sed diam nonummy vino est veritasdeum. Lorem ipsum dolor sit amet, consectetuer adipiscingelit, sed diam nonummy nibh euismod.

Lucha Libre...

The Master...Lorem ipsum dolor sit amet, consectetuer adipiscing elit,sed diam nonummy nibh euismod. Dolorum et tur espirolipsum dolor sit amet sed diam nonummy vino est veritasdeum. Lorem ipsum dolor sit amet, consectetuer adipiscingelit, sed diam nonummy nibh euismod.

WHAT IS CHILANGO?

Tips from

WHAT IS CHILANGO?

As fresh As...

Lorem ipsum dolor sit amet, consectetuer adipiscing elit,sed diam nonummy nibh euismod. Dolorum et tur espirolipsum dolor sit amet sed diam nonummy vino est veritasdeum. Lorem ipsum dolor sit amet, consectetuer adipiscingelit, sed diam nonummy nibh euismod.

Cooked to

perfection...

Website

COME & RELAX

Website

COME & RELAX

Website

COME & RELAX

Website

COME & RELAX

Website

COME & RELAX

Shop Front

Threshold

Seating Area & Wall Graphics

Preparation Counter

Comments Wall

Graffiti Art Wall

Since working with ‘i-am’, like-for-like sales at East Street have increased by 75%.’’David FoxFounder, East Street

‘i-am’ were appointed to create a new brand identity, including a new name and logo, graphic elements and complete interior design for this London-based site.

East Street was created, and everything about the concept was taken directly from the raw vibe of Southeast Asian street food and night markets. The long benches and plastic tables recreate the feeling of being in Vietnam or Thailand under a low glow of neon light, surrounded by the sights and sounds of the kitchen.

‘‘

Brand Mark

Brand Mark Application

Info Graphics

Visiting Rangsit Floating Market,Thailand for the first time...

I am always on the lookout for new food dishes that I have never tried before. Like anyone else, I love pad thai and was really happy to see a food stall at the market specializing in different versions of pad thai. These are the two that I ate. The first used crispy deep fried wide noodles and the second used green papaya instead of noodles. I would have eaten the whole menu if I had room.

Tampopo Platter to Share

Tod Man Khao Pod ThailandFive delicately flavoured corn fritterswith a chilli and peanut dip £4.25(serves 2)Goi Cuon, Gyoza, Bulgogi, Coconut Prawns,Satay & Tod Man Khao Pod £11.25

Khao Pad ThailandWok-fried rice with fine beans, mushroom,pineapple, Asian basil & peanutsChicken £8.50 Prawn £8.95 V £7.95

Com Hué VietnamWok-fried rice from the imperial city of Hué,flavoured with sesame seeds,lemongrass & corianderChicken £7.75 Prawn £8.25 V e £7.25

Khao Soi (aka Changmai Noodles) ThailandFrom the northern Thai capital.Chicken breast and yellow noodles in a redcurry sauce, flavoured with ginger, garlic,fresh lime and red onion £8.50

Nasi Goreng IndonesiaSpicy wok-fried rice with shiitake mushroom,chilli, lime leaves & onion flakesChicken £8.25 Prawn £8.75Noodles/Rice £10.25

Halal chicken breast is used in all Wok-fried Noodle& Rice Dishes, Stir-fried Specials and Sauce-basedSpecials except Chicken Adobo.Service not included. For parties of 7 or morean optional service charge of 10% will be added to your bill.

Take-out availableCertain ingredients are included for flavouring & are notto be eaten: lime leaf, galangal, star anise & lemongrass.Allergies: Please note that our dishes may contain tracesof nuts or other allergy-sensitive ingredients, and wecannot guarantee that they are completely free of thesetraces. Please inform your server if you have an allergy.Please ask your waiter/ess for a fork& spoon if you prefer them to chopsticks.(Extra portion per person £5.50)

Yaki Udon JapanChunky udon noodles with leek & redpepper, wok-fried in soy & rice wineChicken £8.50 Seafood £8.95 £7.95

Pad Thai ThailandSour-sweet flat rice noodles with choi sum,beansprouts, roasted peanuts & limeChicken £8.25 Prawn £8.75 £7.75

Pho Xao Bo VietnamFragrant flat rice noodles with sliced rumpsteak, lemongrass, mint & coriander £9.25Chap Chae KoreaSesame-scented glass noodles withshiitake mushroom, cucumber, carrot & chilliChicken £7.75 Beef £8.75 £7.25

Soup Noodles

Ramen JapanRamen noodles with fresh greens in astock flavoured with “shoyu” (Japanese soy).Also available with miso paste, please ask.Chicken £8.75 Beef £10.25 Seafood £9.75£8.25

Pho VietnamSliced rump steak or chicken breast withflat rice noodles in a clear broth scentedwith fresh Asian herbs, star anise & limeBeef £9.75 Chicken £8.25

Tom Kha ThailandRice vermicelli, chicken breast & strawmushrooms in a coconut broth flavouredwith galangal & lime leaf £8.75

Laksa SingaporeYellow noodles, chicken breast & prawnsin a fiery coconut broth, with mint, cucumber,red onion, tofu & lime £10.25

Tom Yam ThailandGlass noodles, prawns & straw mushroomsin a hot-and-sour clear broth, flavoured withlemongrass, lime & chillies £ 9 . 2 5

Wok-fried Noodle& Rice DishesKhao Soi (aka Changmai Noodles) ThailandFrom the northern Thai capital.Chicken breast and yellow noodles in a redcurry sauce, flavoured with ginger, garlic,fresh lime and red onion £8.50

Yaki Udon JapanChunky udon noodles with leek & redpepper, wok-fried in soy & rice wineChicken £8.50 Seafood £8.95 £7.95

Pad Thai ThailandSour-sweet flat rice noodles with choi sum,beansprouts, roasted peanuts & limeChicken £8.25 Prawn £8.75 £7.75

Pho Xao Bo VietnamFragrant flat rice noodles with sliced rumpsteak, lemongrass, mint & coriander £9.25

Chap Chae KoreaFragrant flat rice noodles with sliced rumpsteak, lemongrass, mint & coriander £9.25

Chap Chae KoreaSesame-scented glass noodles withshiitake mushroom, cucumber, carrot & chilliChicken £7.75 Beef £8.75 £7.25

great for sharing!

MAIN DISHBUY ONE

At East-Street we bring you the authentic tastes of Thailand, Vietnam,

Malaysia and Singapore, Indonesia, Philippines,

Japan and Korea.

GET ONE

hand this card to your server

(serves 2)

Khao Pad Thailand

Com Hué Vietnam

Nasi Goreng Indonesia

Chicken £8.25 Prawn £8.75Noodles/Rice £10.25

MAIN DISHBUY ONE

East-Street we bring you the authentic tastes

Thailand, Vietnam, Malaysia and Singapore, Indonesia, Philippines,

Japan and Korea.

GET ONE

(serves 2)

Khao Pad Thailand

Com Hué Vietnam

MAIN DISHBUY ONE

Japan and Korea.

GET ONE

(serves 2)

Khao Pad Thailand

Com Hué Vietnam

MAIN DISHBUY ONE

Japan and Korea.

GET ONE

in a hurry?just let us know

Shop Front

Threshold & Collateral

Mini - Mart & Branding

Dining Area

Environment Graphics

Kitchen

We’re absolutely delighted with the work that ‘i-am’ did for us – we’ve just had our best 6 months of trading since we opened 17 years ago!’’Simon PrideauxManaging Director

Owner of VQ, Simon Prideaux, came to us with a brief to rebrand and redesign his legendary 24-hour dining concept. Customers range from families at lunchtime, to tourists stopping in for afternoon coffee, and clubbers in the middle of the night. VQ has to function differently for each of these customers, and this had to be understood and incorporated into the design and experience.

Customers frequently comment on the ‘wonderful feeling’ created by the bespoke lighting. The space is not only stylish and contemporary but also functional, comfortable and welcoming to all people at all times. The queue outside often reaches around the block for a seat - even in the middle of the night.

‘‘

Brand Mark

24 Hour Concept

Info Graphics

Shop Front

Dining Area & Menu

VQ at Night

We love Comptoir Libanaisnot only for its delicious Lebanese fast food but for its stylish surroundings.’’Vogue MagazineUK

Tony Kitous, the brains behind popular London restaurants Levant, Kenza and Pasha is the man responsible for putting glamour into mezze dining. Tony launched the Comptoir Libanais café concept providing 'food to share' within a unique eclectic environment inspired by the faded glamourof 1960's Middle East.

We worked with Tony to define and express the brand personality for Comptoir Libanais. The resulting vibrant brand language has been applied to all aspects of the business including interiors, packaging, menus and signage.

The new brand experience captures the very essence of unconventional Middle Eastern glamour and has been nominated for 'Best Restaurant Multiple' of the year by Restaurant Magazine.

‘‘

Brand Mark

Loyalty Card, Brand Collateral & Packaging

Shop Front

Threshold & Food Photography

Food Photography

Restaurant Interior & Environmental Graphics

Dining Area with Wall Graphics & Menu’s

Wall Graphics

I get approached by dozens of design agencies every month, however I chose ‘i-am’ because they offered something different, a well thought out solution, beautifully expressed.’’Julian MetcalfeJoint Founding Partner, Itsu

Julian is on a mission to bring delicious, affordable, healthy, 'fast food' to a much wider audience through a national network of eat-in and take-away Itsu restaurants. We were asked to communicate the Itsu brand story and design the ultimate Itsu restaurant experience.

Today a whole new audience is being introduced to the benefits of healthy eating and we continue to enjoy an ongoing relationship with one of the great thought leaders within the food sector.

‘‘

Product Packaging

Shop Front

Threshold

Dining Area and Environment Graphics

Sales Counter and Menu Board

Dining Area

Shawa: Logotype & Strapline

This group of Middle Eastern restaurant brands mainly operate within the UK.

‘i-am’ were asked to work closely with the owner of the group to develop their current restaurants and to design and launch new concepts.

The team worked with the Shawa team, to produce a brand identity and store concept that excited their customers. The Comptoir Libanais brand has been designed and created for Westfield’s White City and The O2 in London.

An on-going roll-out of new restaurant concepts is planned for the future.

Thanks to ‘i-am’, Shawa has now put real glamour into shawarma dining.’’Tony KitousOwner, Shawa

‘‘

Identity

Shawa: Logotype & Strapline

Shawa: Menu

Menu Design

Shawa: T-Shirts

Shawa: Take-Away Bag

Brand Merchandise

Food Counter

The Mote restaurant experience brings to life the Trust’s brand personality, expresses its values and blends the best of contemporary design with traditional materials, attention to detail and local produce.

‘i-am’ have now created, developed, and implemented three different retail formats: ‘Elegant Living’, ‘Home Gift & Garden’ and ‘Outdoor’ and three food formats: ‘Simple Food’, ‘Kitchen Cafe’ and ‘Destination Restaurants’ across 500 National Trust locations in the UK.

‘i-am’ have helped National Trust double its restaurant income within the last 5 years.”Stuart RichardsHead of Food and Retail

‘‘

Restaurant Interiors and Collateral

Costa Coffee were positioned by ‘i-am’ as the true ‘Coffee Lovers’ with all the understanding, artistry, and care needed to make the perfect cup of coffee.

‘i-am’ developed a strong visual language and tone of voice to better serve and inform existing customers, as well as communicate the Costa story to all non-advocates.

Costa has moved from being ‘just another coffee shop’ to ‘the only genuine coffee shop’. This unique proposition managed to set Costa apart from the competition.

The work from ‘i-am’ was top. They are always excellent at understanding the brief and interpreting it in a way that brings it to life. Their work for Costa is a prime example.”Laurie MorganManaging Director

‘‘

The Costa Positioning

Posters

Shop Front & Environment Graphics

Service Counter & Display

London

‘i-am’ associates

66 Leonard StreetThe Old School HouseLondon EC2A 4LW

+44 (0)20 7613 4114

Freya Wilemanfreya@i-amonline.com

Istanbul

‘i-am’ istanbul

Serdar Ekrem Sokak5/2 GalataIstanbul

+90 212 252 99 40/45

Selin Ileriselin@i-amistanbul.com.tr

Mumbai

‘i-am’ mumbai

4th Floor, Shivraj Heights, 14th Road, Khar (West), Mumbai – 400052

+91 22 26487302

Udit Bhambriudit@i-ammumbai.com

We would love to hear from you...

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