The Toast Office takes the Grilled Cheese sandwich so beloved around the world, and takes it to a new level with a Michelin trained chef as operator.
Cue lines around the block, 50k+ social followers and many, many cheese pull photos. The concept’s identity and traction added a unique voice to the casual dining scene in Northern Ireland. Initially established as a pop-up, it launched into its own premises and became a self-sufficient fixture in Belfast’s iconic Cathedral Quarter, re-installing footfall and vibrance to the area of Belfast arguably worst affected by the global pandemic.
Crown Creative created the logo, identity, signage, menus and website for The Toast Office. The colour palette allows the viewer to instantly make connections to Royal Mail’s distinctive red mailboxes, and this connection is playfully built upon through illustrations of postage stamps and mailboxes. Sans serif typography employed was inspired by vintage postage stamps, and was designed to feel familiar, tactile and nostalgic. The result is visual sophistication appropriate to the area, known unofficially as Belfast’s design district. The stamp-like quality of the typemark allows for fluid integration to various applications across menus, packaging and signage. Illustrations for the concept are character driven, with the Toast Man creating a recognisable and fun reference applied across the brand’s collateral and digital communications. The bespoke kiosk, designed by Belfast architect Mark Todd, was inspired by Wes Anderson’s films and makes the restaurant a quirky, distinctive and colourful reference for the street.
- Agency/Creative: Crown Creative
- Article Title: The Toast Office Grilled Cheese Worth Queuing for
- Organisation/Entity: In-House
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Belfast/New York
- Market Region: Europe
- Project Deliverables: Brand Creation, Brand Design, Brand Identity, Brand Naming, Copywriting, Illustration, Photography
- Industry: Food/Beverage
- Keywords: Casual, fast food,
Creative Director: Ryan Crown