Work / L’Gueuleton
A multi-phase rebrand across restaurant, market, takeaway and home dining. What began as a practical response to COVID became a wider identity system for a restaurant learning to exist in several forms at once.
When restrictions changed how restaurants could operate, L’Gueuleton needed to translate its established bistro personality into formats people could take away, collect, cook and experience at home.
The challenge was to make those new services feel practical and immediate — without losing the warmth, wit and recognisable character of the restaurant.
Petit L’Gueuleton was the casual takeaway offer — salads, sandwiches, drinks and grab-and-go items served from the shopfront. The identity used circular stickers, bold type, illustrated details and repeat-pattern paper to create a flexible system across simple packaging.
Stickers made it elastic: the same language could be applied quickly across salad bowls, drinks, bags and takeaway materials while still feeling like a considered extension of the restaurant.
One restaurant learning to exist in several forms at once — bistro, market, takeaway, home box, coffee counter.
The next phase introduced a broader rebrand, coinciding with the launch of L’Gueuleton Market. The new identity needed to work across the shopfront, takeaway counter, coffee cups, window decals, signage, packaging and drinks offer — while still feeling connected to the original bistro.
This phase moved the identity from temporary COVID-era adaptation into a more permanent, physical brand system.
As the restaurant reopened, the identity was carried back into the dining room through refreshed menus, drinks lists, gift vouchers and printed details.
The system kept the warmth and familiarity of the bistro while giving the materials a clearer, more consistent visual language.
The photography shifted with each phase: practical product imagery for takeaway and delivery, warm market images for the new shopfront, and richer food and cocktail photography for the reopened restaurant and bar.
Built as a flexible image library — usable across menus, web, social and booking platforms.
The finished system allowed L’Gueuleton to appear in several forms — bistro, market, takeaway, home-dining box, coffee counter, printed menu and social feed. Each had its own tone and purpose, but they all belonged to the same visual world.
The work proved a hospitality brand isn’t one logo. It’s a set of small moments designed to add up to one feeling.
Next project
Tell us what you’re opening, changing or trying to improve. We reply to every enquiry — usually within a working day.
Start a project →