MEATBALLS - creating a new counter concept

"We had so much fun creating this brand and I think it really shows."

Steve James-Royle, The Yard Creative
  • MEATBALLS - moodboard
  • MEATBALLS - brand values
  • MEATBALLS - concept sketch
  • MEATBALLS - GA
  • MEATBALLS - elevation
  • MEATBALLS - live site

The brief:

Following the success of previous brands, including Cafe Pasta and Hamburger Union, the brief for the next venture from this group of entrepreneurs was to be fun, cheeky and not afraid to be a little risque. MEATBALLS is inspired by the up and coming trend of sliders in the USA and The Yard Creative were appointed, following a recommendation, to build upon the lessons learnt at the Quality Chop House and create a new counter concept with graphic communication package for MEATBALLS.

The approach:

The concept needed to pack a real punch, as it was to be situated in a challenging section of the food court in Westfield, White City. The concept recalls the celebration of good, hearty, homemade food during the 1940's post war era. The vibe of the entire space is tongue-in-cheek and bold, to make customers smile and encourage them to get involved.

Rich, warm materials, such as copper, teak, brass and retro tiles are used to create a homely kitchen environment within the contemporary settings of the Westfield food court.

The outcome:

Given the very tight timelines, the team did a great job of creating a brand new interior concept and getting the site live for MEATBALLS within eight weeks. Early trading figures are favorable and we wish Hugh and his team all the best with this venture and hope to see MEATBALLS popping up all over London.

The first MEATBALLS counter concept opened in November 2012 in Westfield, White City.

  • MEATBALLS - moodboard
  • MEATBALLS - brand values
  • MEATBALLS - concept sketch
  • MEATBALLS - GA
  • MEATBALLS - elevation
  • MEATBALLS - live site

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