London’s first cashless concept tailored to mindful meat eaters in need of quick, high-quality, clean and protein-led food on the go.

To make a prime cut the right knife and sharpening angle make all the difference. The professional bevel angle is between 18˚- 25˚ to get the best edge for the best slice of meat. These angles carved the core brand elements, reflecting in-store detailing and POS. It was the narrative that defined Carve’s strong visual language and fundamentally represented the brand and premium takeaway food offering during its time at London Bridge. 

+ CO-CREATION

A fast casual dining concept stripping lunchtime to the bone, with high-protein high-impact meals ready to go. A cashless payment system gave quick access to Carvepots that have been hand carved, sliced, pulled and prepped by experts on live carving podiums, so customers can just tap, grab and go. 

Carve was the inspiration of Daniel Bear, founder of Euphorium and The Bakery Project. As Creative Director for this concept, I supported the moulding of the brand, its store offering and the crucial user journey for the new ordering tablet platform. This was a concept-to-completion creative project that involved a full brand strategy, and identity in print, online and instore.

  • Brand DNA
    Identity design
    Packaging
    Uniforms
    Interior Graphics
    Custom signage design
    Store ergonomics
    Customer journeys
    UI/UX for tablet interface
    Website design
    Content creation
    Concept evolution consultancy

  • The concept store sadly failed and had to close its doors post-pandemic. Yet the value in the brand and clients’ vision, coinciding with opportunities in the new economic climate, meant a pivot was possible. I was brought in as part of the core team to evolve Carve from store to an online meal service.

  • Original Concept-to completion brand consultancy in 2014/15, creative concepts and brand evolution While Design Director at Crumpled Dog. From defining the very DNA and verbal to visual language, to supporting and executing brand curation in-store, online and marketing campaigns.

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The power of the pivot

This first concept store suffered greatly during the global pandemic, sadly having to close its doors. The market is now in a very different place to Carve’s concept launch in 2015. However, the value the brand gained during its short time on the high street means there is an opportunity to evolve the idea to online meal subscriptions. This new way of presenting Carve challenges original operations, but not the core of the brand’s true mission of delivering quality-conscious meals, quickly. It is a privilege to be part of the integral team redefining the concept eight years later.

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