MATTE developed the brand strategy and visual identity for Arcade Food Theatre, a new all-day food and drink concept in London’s iconic Centre Point building. Arcade is a passionate, yet playful dive into a sensory-driven and versatile food market experience, bringing together a diverse collection of innovative restaurant brands from across London. From tone of voice to signage to the word “Arcade” itself, MATTE carefully considered every element of the market’s physical space and digital footprint. Arcade’s entire library of colors, shapes and textures is a nod to the lively world of experiences and flavors one may find in this food theatre.
While the logo itself is quite simple, the uniqueness of the brand comes from the square grid system it was designed on. Disrupting the grid by utilizing color blocking and tonal overlays, MATTE amplified the playful aspects of the brand’s identity. The word “ARCADE” was designed in a more abstract way, maintaining a balance of thin lines and broad shapes.
Drawing on inspiration from food markets around the world, Arcade creates a new type of platform where the theatrical elements of destination dining are elevated through music and art in an immersive and design-driven environment. MATTE intended for Arcade to leave people feeling inspired, enticing an open-minded audience to return for consistently new experiences.