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Seymourpowell create branding for Heston Blumenthal's Perfectionists' Cafe

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Seymourpowell have designed the brand identity for The Perfectionists' Cafe, the restaurant recently opened by culinary experimentalist, Heston Blumenthal at London's Heathrow airport. The agency was responsible for everything from the signage and restaurant stationary to the retail items, with the unique “Clockwork Knife” sitting at the heart of everything. The knife was designed to be a physical expression of everything the restaurant represents, a kinetic sculpture that brings the identity of the restaurant to life in a unique way.

Seymourpowell was responsible for everything from the signage and restaurant stationary to the retail items, with the unique “Clockwork Knife” sitting at the heart of everything

The clockwork knife is shaped like a conventional chef's knife, only with the addition of a clockwork key at the hilt and a series of levers and cogs inside the blade. The sculpture aims to evoke the mechanical artistry of a fine watch, which, it is implied, mirrors the artistry behind the culinary delights the restaurant has to offer. The artefact was designed by Seymourpowell co-founder Richard Seymour and was built by Rob Higgs, the famous mechanical sculptor. Seymour said that the Clockwork Knife idea came to him completely out of thin air. He said he wanted “Something that clearly said 'chef' not 'fast food' and yet evoked Heston's boyish delight in the analogue, mechanical worlds of William Heath-Robinson and Professor Branestawm.” After creating the image, the agency set about seeing if they could make the design work as a part of the signage.

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Heston Blumenthal

The branding of the Cafe is subtle, elegant and clean, all soft curves, leather seats and marble counters. The design seeks to act as a counterpoint to the surrounding environment with a design that blends modern precision with historical quirks and a liberal dash of the unique whimsy for which Blumenthal is famous. The knife is a repeated theme in all of the restaurants branded elements, including its menus, tableware, stationary and staff uniforms. The food itself, meanwhile, has been inspired by Blumenthal's 'In Search Of Perfection' TV series, which celebrated the very best British food and also lends the restaurant its name. The idea is to take traditional favourites such as Fish & Chips and the Full English Breakfast, and perfect them through Blumenthal's scientific cooking process. It's a celebration of Great British innovation and eccentricity.

The food has been inspired by Blumenthal's 'In Search Of Perfection' TV series, which celebrated the very best British food and also lends the restaurant its name

Seymour said the name of the restaurant reflects the TV series because so much of the menu's concept emanated from it. He also said that “The shift of emphasis from the creator to the diner themselves, by moving the inverted comma to the end of the word, recognises a traveller who's fed-up with junk, but craves really exceptional food quickly.” He said they chose to call the restaurant a cafe because “That's what it is: fast, friendly and informal."

Official Seymourpowell Website

Official Perfectionists' Cafe Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He once ate at Heston Blumenthal's 'Fat Duck' and can confirm that Snail Porridge is quite delicious.

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