Raw rather than Rational

Our approach to Jamie Oliver's new restaurant reflects the radical nature of the food concept itself (more on this later). Having created an attitude for the brand rather than an identity system, the outcomes are raw and provocative, with the intention of generating an instinctive response rather than rational design.

So in our hunt for even more new outcomes, we spent a day in the signage workshop of Jaysigns. More than simply manufacturers of signs Ray Mason and his team are skilled craftspeople in the art of hand lettering and signwriting.

We came with a healthy handful of ideas and began drawing, painting, routing and pasting. We scoured the streets of North London for skips with anything we could use. Old doors, windows, road signs were piled into the back of the van and given the treatment back at the workshop.

I'm not suggesting that it all worked, but there were certainly some ideas that'll be finding their way into the first site. It opens in Holborn, central London, sometime in October.

Look out for it...