Relaunched in 2016, the Madder Kitchen in Norwich offers a fresh approach to healthy food served well. You can now spot vegan friendly salad options on the menu sitting next to gluten free breakfasts, but worry not, you can still order a banging steak if you wish. Creative Giant was appointed by the Madder Kitchen in Norwich to fully rebrand the restaurant from the ground up, new logo design and a much needed update to their website, signage and menu design, but first we really needed to nail the brand positioning. We worked with closely with the guys at the Madder Kitchen (and tasted plenty of dishes) to research the brand offering and future direction of the restaurant, spotting a gap in the market for a well presented healthy food option that not only works in the restaurant, but also as takeout, collection or delivery. Everything about this new visual identity is inspired by the freshness of the menu and the new direction of the restaurant. The colours reflect the worldwide influences (all the dishes are inspired by head chef Stewart Duffield’s travels with his family), while the design reflects the modern approach to dining and reaches out to a wide audience that includes families, 30 somethings and beyond.