Design with delicious intent.™

Little Chef Restaurant Branding

Little Chef is a chain of family restaurants in the UK. The branding of this restaurant is brilliant. The iconic “Pillsbury doughboy” has been streamlined and simplified. The execution of the brand takes it to a whole new level. Every detail has been considered and designed from uniforms to interiors and even sculptures that push this brand into a category of its own.

Special thanks to BRAND NEW for bringing this to light. Designed by Ab Rogers Design.


Joseph serves as principal and creative director at Vigor, a restaurant and beverage branding and marketing firm, and curator/author/podcaster/host for Grits X Grids.

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