Over the years, travellers' needs had changed, but Little Chef hadn't. Somewhat neglected and underinvested in for years, Little Chef lost its place as the nation's favourite place to stop. Our job was to reinvent Little Chef, while respecting the heritage and loyal customer base it already had. But to make Little Chef great again, we had to open up a whole new audience.
How did we bring it to life?
Wonderfully British is the idea that runs through everything. The idea was reflected in messaging with bags of personality and humour. Brought to life with big, bold typography and a colour palette ranging from mushy pea green to baked bean orange. Plus the logotype and Charlie were given a makeover and new lease of life. But hes still instantly recognizable as Charlie - the bridge between old and new.