Wild Thyme is a beautifully quaint artisan café hidden in the heart of Shepherd’s Bush, London. Since opening it has quickly become a favourite eatery for local residents and a key hub for the community; a small but mighty place delivering beautiful, restaurant level fresh food.

At the end of 2021, owners Alex and Lucia came to Studio Unbound to get help elevating the look and feel of their brand to truly match the quality of their food. Having former experience with some of Soho’s finest restaurants, the couple wanted to bring that sophisticated and cool vibe to their corner of Shepherd’s Bush, whilst holding onto that community feeling.

In line with the natural ethos of the cafe, the logo created by Studio Unbound is inspired by the sprig of Wild thyme, a herb found in abundance across the English countryside. The thyme sprig captures the ‘w’ and the ‘t’ of Wild Thyme in a minimalist and elegant form. The wordmark itself also takes inspiration from the thyme sprig, drawn by combining the flowing curves and sharp edges into the letterforms.

The colour palette is a family of rich natural greens, inspired by the Wild thyme and the English landscape. It gives the brand an organic but luxurious feel. Studio Unbound also explored a range of recycled papers; a mixture of greens, with some of the stocks incorporating plant and petals. This raw aesthetic has been used across their menus, takeaway packaging, and other printed materials, giving the brand a natural artisan feel, crafted and considered to match the beautiful food they produce.

Now, with this new lease of life, the Wild Thyme brand has the owners feeling positive about the growth of their business and they are looking forward to what – or even where – is next for their brand to flourish.

Studio Unbound is a small-but-mighty branding studio that works with aspiring founders of FMCG brands. They always try to deliver work that’s a little different, breaks the mould, and demands to be noticed.