Aesop Agency have created the identity for Toastits - a new London-based street-food outlet.
The cheekily named Toastits will serve gourmet toasties with an indulgent twist including the 'Bloody Mary' served with a Bloody Mary butter and 'Batch 5' - a goats cheese toastie with pear and onion jam chutney.
The brainchild of young entrepreneur Phillie Kenyon Shutes, the challenge was to deliver an identity capturing both the artisanal 'street' nature of the venture and the exuberant personality of the originator.
The identity features grilled lines to form the outline of a 'T' - simple, bold, iconic and a playful palette of yellow, pink and blue to reflect the personality behind the brand.
"The venture needed an instantly-recognisable iconic mark that could be replicated across a number of touch points" explained Danii Maltman, Designer, Aesop, "and it needed to look fresh and contemporary but also 'real' and down-to-earth."
The Toastits identity also features a number of tongue-in-cheek discoverables - 'C' cup and 'D' cup - a cheeky nod to the provocative 'saucy-seaside' brand name.