London – Humble Pizza is a vegan restaurant inspired by the 1950s Formica cafés of the West End.
Designed by Child Studio, the restaurant references the café culture of London’s King’s Road and the pastel-coloured, Italian-run Formica cafés frequented by writers, artists and bohemians. Offering vegan food including pizzas, salads and soups, the restaurant presents a plant-based alternative to the iconic cafés.
‘We have long been attracted to the cinematic quality of London’s Formica cafés, the duality of Modernist design language and the playful, almost cartoonish spirit,’ say Chieh Huang and Alexey Kostikov, founders of Child Studio. In this vein, the restaurant diverges from the traditional, artisanal design cues associated with veganism and champions a more synthetic, playful aesthetic.
As explored in our design direction Neo-nutrition, food branding is moving away from buzzwords like ‘organic’ and embracing a more surprising visual identity.