We are delighted to have worked with the iconic filled baguette seller, Upper Crust to interpret and implement their refreshed brand identity into travel locations. Having fallen behind newer entrants to the market there was a real urgency to reinvigorate and update the brand presence. A key part of the brief was to create a beacon at the heart of the space whether that be railway stations or airports. Using yellow and orange tiles, aubergine faux leather and timber paneling we have created interior design principles which presents each Upper Crust store as a warm and welcoming place to pick up fresh and convenient food. We introduced an illuminated, recessed arch on the back wall creating a distinct motif reflecting the shape of a baker’s oven which has become a distinctive element of the Upper Crust look.
As part of this process, we created a detailed set of guidelines to ensure consistency of build for future Upper Upper Crust stores.
