— Phil, Director, H.en Restaurant“It is invaluable to have a brand team that really understands the business from the inside out…”
“…for brand consistency and future expansion.”
Hen
Business strategy · Naming · Brand identity · Interiors · Packaging
From an idea to two restaurants, in Brighton and Islington, London
Hen is a high-welfare chicken restaurant that started as an idea and grew into two restaurants, one on Whitecross Street in Brighton and one in Islington, London. Senna Studio worked alongside the founders as a business partner from the very start: business strategy, naming, brand identity, interior design, staff uniforms, packaging and everything a guest sees and touches.
Strategy and naming
Before there was a logo there was a business plan. We shaped the strategy with the founders, named the restaurant, and built a brand around what Hen stands for: local, happy, high-welfare chicken. A hen mark with personality and an h.en wordmark simple enough to read from across the street, in bright yellow, red and teal, with a hand-drawn illustration style that keeps it friendly rather than fast food.
Interiors, made with care
We designed the interiors to live the same values. The benches are built from offcut wood wherever possible and upholstered with recycled foam, the staff uniforms are made from recycled Levi's denim, and we worked with local makers all round. For the second restaurant, in Islington, London, we designed a wallpaper illustrated with all of Hen's branded graphics.
What they say
— Phil, Director, H.en Restaurant“Senna Studio was more than a design studio…”
“…but a much appreciated business partner, and cut the edge off the overwhelm that comes with starting a bricks and mortar business. Thank you!”
Three hot sauces
We developed the concept and strategy behind a range of three hot sauces, then designed the packaging, labels and posters to launch them.
A business partner, not just a studio
With Hen we were less a design studio and more a business partner, helping the founders grow it from an idea into two restaurants, one in Brighton and one in Islington, London.
What we delivered
FAQ’s
Can a branding studio help with business strategy and naming?
Yes. For Hen we started before there was a name: shaping the business strategy with the founders, naming the restaurant, then building the brand, interiors and packaging around it. Strategy first means every design decision has a reason.
How do you make restaurant interiors more sustainable?
Use what already exists and keep it local. Hen's benches are built from offcut wood wherever possible with recycled foam seats, the staff uniforms are made from recycled Levi's denim, and the pieces were made by local makers.
What does a restaurant brand identity include?
For Hen it included the name, logo mark and h.en wordmark, colour palette, typography and illustration style, then everything guests see: the shopfront, awning and A-board, menus, launch invitations, wallpaper, uniforms and packaging. A restaurant brand has to work on a building as well as a screen.
Can you design packaging for a product range?
Yes. For Hen we developed the concept and strategy behind three hot sauces, then designed the packaging, labels and launch posters so the range feels like part of the restaurant.
