Cultivating brand potential

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Runs likes clockwork

Posted by: Jo Briton

Categories: Branding,

Tue, 01 Jul 2014

There have been some interesting restaurant identities and concepts recently. We have seen the rise of the use of social media exposure as currency in this blog.

This restaurant caught my attention for its identity based around this complicated but fantastical clockwork knife concept.


Seymourpowell have designed the clockwork knife brand mark for Heston Blumenthal’s new venture The Perfectionists’ Café.

According to Seymourpowell co-founder and director Richard Seymour, the idea for the branding ‘came out of thin air’, using designs based around the Clockwork Knife concept, with ‘Victorian-style’ illustrations of a knife with a clockwork turning device, filled with cogs.


The clockwork knife very much indicates chef not fast food. The consultancy also named the restaurant/café.


The designs will be across all touch points including signage, restaurant, stationery and retail items.

This is also a fun restaurant concept, which is modeled on Norwegian fisherman’s huts. Beast restaurant is located on Chapel Place, London and is based on a communal fine dining concept.


The influence was from medieval banqueting halls and features six massive tables made of thick slabs of oaks. Design LSM designed the concept.

Then there are rustic candle chandeliers and ornate candelabras. I think it would make having dinner there a real experience, but just about the food you are eating.


Which restaurant would you prefer to eat in?

Source: Design Week - clockwork knife and fisherman huts




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