The group, which launched in Soho in 2005, is moving from its 80s-themed decor to an updated look and branding that takes inspiration from New York diners, with the new tagline ‘locally world famous’.
The new look has been created by New York-based design studio ThoughtMatter, whose creative director Ben Greengrass was behind the restaurant’s group original retro style and branding.
“Even being English and having worked on the brand before, we had to really audit and research the current scene in London and surrounding areas to understand the nuances of the hospitality and restaurant business right now,” says Greengrass.
The Breakfast Club, which operates 12 restaurants in London, Brighton and Oxford, had prepared to launch its refreshed brand identity just as the Coronavirus pandemic led to the Government mandated lockdown in March. It has since launched a food delivery service under the new brand identity, with its restaurants being redesigned for when they reopen.
At the end of last year the group appointed Draft House founder Charlie McVeigh as chairman in anticipation of further expansion.
The group is yet to announce when it will reopen its restaurants after lockdown but has been vocal in its support of pedestrianising Soho for outdoor eating and drinking once it is lifted.