The ‘80s-themed diners, or cafs, have endeared themselves to so many by appealing to the great British stomach and heart. The food is top-drawer, but The Breakfast Club is also admired for its commitment to its staff and its significant engagement with charity.

We refreshed The Breakfast Club’s logo by freeing the brand name from its circular badge. Above, set as a flexible smile, is the “locally world famous” slogan to reflect their friendly and inviting personality. We designed a color palette inspired by egg yolk, pancake batter, tomato and marmite—ingredients close to The Breakfast Club’s heart.