Name & Logo - Aims

About The Company

Why was your company started in the first place and what was the motivation?

Restaurant work was too confining, starting my own company was “Removing The Shackles” leaving my mind freedom for creativity.

If you had to describe your business in one word, what would it be and why?

Unexpected. I don’t only cook food I create a dining experience.

Is there a unique story behind your business or business name or logo?

Hahahaha, WELL!! The business was named after myself, then Olivia enlightened me to the factor that nobody knew who I am! Only having fun, I knew this already!

My story behind the business, is a long one. To shorten would not really explain everything, but still here we go. Within my last few months of working in wales, I was full of different emotions. Happy, sad, claustrophobic, power, powerless, loneliness, the individual feelings continue. More to the point these were effecting my work but more importantly my life. So, I made a decision and came home. I started my business to share my food, what I love to cook and to tell story behind my dishes.

Do you have specific guidelines do’s and don’ts about the colors and other elements of brand identity?

Colors are unbelievably important, Likes: Black, White, Silver

I like simplicity but effective, like my cooking.

Everything I do is for a reason, nothing is present for the sake of having it.

Using 5 adjectives or short phrases, describe your brand’s desired look and feel.

Passion, Creativity, Distinction, Clever Cooking, Experiences

What are the strengths of your company?

My determination & passion, these can easily be described as an obsession. I have set my goals extremely high and won’t stop until they have been achieved.

Style of Food?

I want to offer two completely different types of experience. Refined & Unrefined. I want to create something completely abnormal. I find normality boring, I want explosions & fireworks. I want the customer to be craving for more, like it’s an addiction eating my food.

My food by definition is British, with a huge Japanese influence. Although I love Mexican, Spanish, Thai, I will be soon adding more cuisines to my repertoire.

About the Target Audience

Who is the primary target audience?

Food lovers, generally wealthy. Although I would say 85% of my bookings the clients have young children.

What is the target audience's age group?

Everyone, but generally an age group range between 25-55 year old’s.

Where do most of your audience live?

London

About the Brand.

What three attributes would you like your target audience to think of when they look at your new branding?

Highly skilled and talented chef, Unbelievable dining experience, Creativity and Perfection

Which of these words is a better fit for your brand? Traditional or modern?

Modern

Which of these words is a better fit for your brand? Friendly or corporate?

Family & Friends

Which of these words is a better fit for your brand? High end or cost-effective?

High end

Design Preferences

What colours or colour palettes do you like and why?

Black, White, Silver, Platinum

In your opinion, what defines a successful logo?

Simple & effective

Are there any restrictions to consider when designing the new logo?

Nothing Tacky!

Is there anything that must be included, like existing brand elements, words or icons?

No, I’m always open to new ideas & suggestions.

Are there any logos that you particularly dislike and why?

Anything that has too much information.

Boring and unimaginative.

#PrivateDining