I-AM Creates Branding for New Vegetarian Restaurant, ‘Ethos’
Branding consultancy I-AM has created the identity and interior design for new vegetarian restaurant Ethos, which is located near Oxford Circus on London’s Eastcastle Street.
I-AM worked with founder Jessica Kruger to bring the concept to life, helping to develop both the branding and interior architecture.
The designers say the concept is based around the idea of the ‘fruit of the forest’, referencing to the natural ingredients used in the menu. As such, it features 4-metre high silver birch trees, which are a central feature of the space and add an organic element to the palette of blues, golds and silvers. The materials used range from stainless steel to Calcatta marble.