Cure + Cut - Leisure Branding that Cuts Through

Leisure branding that cuts through


When serial restaurateurs Jerome Armit and MasterChef-featured Rufus Wickham approached us to help develop their new Covent Garden deli concept, we knew they were keen to add some sass to their breakfast and lunch offering.

They had a clear concept but no name. They also weren’t sure about how to build a visual identity to make them stand out in central London. We started by understanding more about what makes them special before moving on to developing the brand and website. It’s safe to say, they had us at, “Home smoked pepper cured Angus pastrami”.


Unlike many of the brands we’ve created previously, our canvas was blank. We had no name, there were no pre-conceptions - all we knew was the offer was excellent and the product was going to give people a truly new option for breakfast and lunch in London.

The guys behind the brand are beyond passionate, a little eccentric and keen to be disruptive. They want to put loud, characterful delis back at the heart of central London communities. To greater understand this we ran a series of stakeholder workshops with them and interviewed local businesses to understand what would and wouldn’t fly in the area.   

The name “Cure + Cut” was born from the techniques and recipes that influenced their concept, including the prized home-curing process. It is also fun to say, providing the edge they were looking for. Both parts of the name have a number of connotations, being rough, clean and practical all at the same time.

Once named, the visuals followed. We provided a photography brief that brought everything to life, uncovering the rustic, raw and unpretentious food to match the brand. The logo matured quickly, using hand-painted typography to match the informal personality of the business. The deep colour palette was then used to make the entire concept feel more heritage and grown-up, with an earthy green and rich red to attract attention.   

“It took very little time for the tree to grasp where we were going with this. Everything from the logo to the words on the website was crafted by them, and we have had remarkable feedback from customers and industry specialists. Everyone loves it. We’re now looking forward to doing the team proud by pushing the brand onwards and upwards. Come and join in the fun!”

Rufus Wickham – Founding Director

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