The Plant: Union Jacks Identity and Collateral

London-based studio The Plant recently developed this spirited design work for Union Jacks, Jamie Oliver’s newest restaurant chain. They took an interesting approach to the identity and collateral development:

Our concept for the branding of the new chain is equally as challenging. Without a central identity system; no logo or color or typography, the identity is based on an attitude rather than a strict visual system. The attitude is born out of British post-war youth rebellion, with some classic British food institutions thrown in. The fish and chip shop, the greasy spoon, and the pub all make an appearance.

via Brand New