London & South East Premier Hospitality

Branding Suchef

Suchef, London, St. Paul’s
Written by Roma Publications

Suchef, London, St. Paul’s

Suchef is a progressive and innovative concept from Aroma Food Group (UK) Ltd and brings high-end restaurant food to a fast-casual environment.

The restaurant situated in London’s St. Paul’s, celebrates the sous-vide style of cooking as a healthy and modern “sealed-in-flavour” way of eating , and is rapidly taking on the culinary sphere. Suchef offers a healthy, premium menu in a fast-casual, yet sophisticated setting.

Suchef opened in July and replaces a former fast food outlet. The 124 sq meter site is split across two floors, with the ground floor utilised as a restaurant and the first floor as a full Suchef kitchen.

Work began on creating Suchef in July 2013. GS Contracts was the main contractor on Suchef, whilst I-AM was the branding consultancy and brand design agency on the project. I-AM worked with Suchef to create a new brand strategy, as well as a brand identity, brand application, interior design and website.

Mikhail Shiyanov ACIEH, Operations Manager at Aroma Food Group (UK) Ltd, said:

“We approached I-AM at a time when we had an operational idea for our business, but even in our heads, that idea hadn’t taken any shape or form – a brain, but with no body or soul, if you like.

Suchef, London, St. Paul’s

“With I-AM we found exactly what we needed: our brief was fulfilled to a tee. Their processes are incredibly structured and what impressed us even more was that the depth of creative versatility within the studio was seemingly unlimited. The result of their work is a powerful restaurant brand that people can trust.

“Because of this we have already commissioned our first five Suchef sites with I-AM; and as our restaurant ventures branch out into other concepts, we anticipate working with the I-AM team for the long-term.”

The main materials used on Suchef include copper, rich timbers, glass feature tiles, black glass screens and concrete tiles. The colour scheme is warm and with the bold orange branding, Suchef becomes instantly recognisable to customers. The ceiling features a light box, which is a back illuminated printed canvas with a food-inspired design. The result is a sleek, modern and open space. The exterior features a grey and orange colour scheme, with Suchef branding wrapped around the building and projecting signs to make the brand more visible from a distance.

Lara-Ann de Wet, Project Manager for I-AM, said:

“We were excited to help bring such an innovative concept to life and have enjoyed working with our client enormously. The process of working together has been organised, smooth and enjoyable, with Suchef being heavily involved in every step of the process.

Suchef, London, St. Paul’s

“Suchef will offer city workers an unusual food offering: something healthy, trendy and a little different from the standard salads and sandwiches on their lunch break. The restaurant is also a high-cuisine restaurant type food with a more casual/fast dining experience. Judging from the opening day, where over 300 people visited the venue, the project has been well received and customers appreciate a different offering.”

With work now complete on the St. Paul’s site, additional sites are on the horizon, with more Suchef eateries set to open this year.

 GS Contracts

GS Contracts specialise in shop fitting and fit-outs within the commercial, retail, leisure and catering industries. GS Contracts began trading in 1992 and have worked on an array of projects, including many new fit-outs and refurbishments. They provide and install complete interiors, including manufacturing bespoke items in their Colchester workshops.

For Suchef Dean’s Court, GS Contracts were appointed the main interior fit-out contractor. Using the designs and brand identity created by I-AM, GS Contracts produced detailed working drawings for a fully-functioning interior that came within the client’s budget.

Working with Project Managers at Mailen Design, they then undertook the complete fit-out, transforming the premises from an empty shell through to a finished eatery ready to open to the public.

Suchef, London, St. Paul’s

GS Contracts manufactured bespoke counters, seating and tables, retail shelving, display units and decorative screens, incorporating a wide range of materials from HI-MACS® solid surface to copper, hardwoods and specialist glasses. They also worked with Modo Kitchen Design to fabricate HI-MACS® tops for their bespoke central island and beverages counter.

Gary Smith, MD of GS Contracts, said:

“We were delighted to be the main contractor for Suchef’s first premises. With a new company like Suchef it’s always exciting to be involved right from the start, working with them at an early stage. We like to feel part of a team, listening to a client’s needs and helping to bring a new brand to life.”

Suchef, London, St. Paul’s

Gary added:

“We’re continuing to work with Suchef as they expand, and we’re already close to completing their second shop, opening soon at Cowcross Street in Farringdon. We wish them continued success for their future expansion!”


About the author

Roma Publications

Leave a Comment