When Whyte & Brown's founders spotted a market gap for free-range chicken dishes, they knew how their restaurant should look: reclaimed industrial with softened edges. Our task was to turn that raw idea into a working concept – to create a stand-out brand with masses of customer appeal.

For us, the concept of 'human alchemy' (every raw material needs a human touch) became the vital industrial-to-human softening link. The result is comfortable, honest, colourful. Industrial elements such as reinforcing bars and scaffolding planks meet thickly upholstered cushions and floral armchairs. Feminine twists underpin the brand's homeliness.