March 2009
Honey has created the interiors for the new outlet of healthy fast-food company Tossed on Tottenham Court Road, London W1.
Honey has already created the brand, packaging, signage and environmental designs for Tossed, which has opened six outlets since its launch just under four years ago.
Honey creative director Matt Purkiss-Webb says the consultancy was appointed directly by Tossed founder Vincent McKevitt, who had seen work it had done with start-up Real Burger World on Channel 4 programme Risking It All.
Purkiss-Webb says Honey has created a flexible ‘kit of parts’ for Tossed, to reflect the different areas the outlets are located in – for example, the Baker Street branch features references to Sherlock Holmes, while the Tottenham Court Road outlet will feature electronics images to reflect the location’s retail heritage.
He says, "The outdoor environment is always refected in the store. At Tottenham Court Road we will have melons in the shape of speakers and strawberries as lightbulbs."
Tossed founder Vincent McKevitt says, "From the beginning I wanted to communicate that healthy eating can be fun. It was essential that this came across in a dynamic, yet informative way."
"Honey understood from the outset what I wished to achieve, and partnering with them has helped to get to where we are in the present day."
Purkiss-Webb says the outlet will have a soft opening this week, ahead of a full-scale launch.
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