1. The Brand
Experience People
An introduction to our work in India
‘i-am’ associates
Mumbai • London • Istanbul

2. We design 360° customer experiences.
We help you define and influence how your customers
experience your brand across the multitude of touchpoints.
To do this we are experts in:
Research & Insight
Brand Identity & Communications
Digital User Experience
Interior Design
Architecture
Experiential Marketing

3. We design experiences that delight customers,
build brand advocacy and deliver improved
business performance.
We are ‘i-am’

4. ‘‘ From independent research on
200 luxury goods businesses
Thomas Lyte last year
recorded a 17% above average
gross profit to the industry.’’
Kevin Baker
Thomas Lyte Founder
Thomas Lyte wanted to create a retail experience
that epitomised luxury, quality and excellence.
‘i-am’ designers had the challenging task
of translating their philosophy and personality
into a rich visual expression and retail experience.
Due to the age, size and configuration of the store
there were constant design challenges
that had to be sympathetically resolved.
The Flagship store represents the tangible face
of the Thomas Lyte personality thus creating
a suitable foil, worthy for its crafted luxury products.
The store represents a key stepping stone
in the luxury retail brand strategy and from current
results, is well placed for the future.

5. Shop Front

6. Product Display

7. Product Display

8. ‘‘ ‘i-am’ fully delivered against
our brief and exceeded our
expectations. They provided
good strategic thinking
combined with solid operational
know-how and a pragmatic
approach to retail.’’
Ricardo Bellini
Managing Director
‘i-am’ were asked to think of both short
and long term solutions and given full scope
to think ‘out of the box’. By first using their
evaluation process to review the Diesel brand
experience across the UK network, ‘i-am’ were
asked to recommend a series of brand
development principles that would once again
rebuild Diesel’s maverick status through
innovative and unprecedented retail design.
Based on research findings and by considering every
aspect of the Diesel customer experience ‘i-am’ have
outlined a UK retail strategy to ensure Diesel regain
their edge through their store experience.

9. DIESEL Experience

10. GUERRILLA STORE
Guerrilla Store

11. ‘‘We are really happy with the results
that ‘i-am’ have produced.”
Representative
McArthurGlen
‘i-am’ generated an integrated strategy based
around a touring pop-up store. Showcasing an
exclusive collection of men’s & womenswear by
award-winning fashion designers Carolyn Massey,
Matthew Miller & Rachel Barrett the store popped
up in key retail locations including London’s Covent
Garden, Manchester’s Spinningfields and Glasgow’s
Princes square. The touring schedule included
four events over London Fashion Week, exclusive
Bloggers events and private press & VIP events for
McArthurGlen’s clients.
The ‘i-am’ Beyond team not only generated
an integrated marketing campaign but also
implemented a complete strategy, production
and roll out for the Pop-Up itself. ‘i-am’ were tasked
with the entire project from conceptualisation to
shops management, location sourcing, managing
& promoting parties, collaborations with fashion
bloggers, sourcing & managing staff, stock & sales.
The team continue to work together on future
pop-up concepts linked with the brand.

12. Brand Mark

13. Sponsors & Collateral

14. Shop Front

15. Threshold

16. Product Display

17. ‘‘ We created the T•box brand
together and it was an
amazing job. I hope to work
with ‘i-am’ team again in
the future.’’
Dogan Kasikci
General Manager, T•box
T•box is the original brand of Boyner/Aymarka Group
and has been reincarnated through the collaboration
of both the London and Istanbul design teams.
‘i-am’ created the new brand for T•box
by developing a new identity, brand communication
and store design concept. ‘i-am’ have taken the new
T•box identity to shopping centres and high streets
all around Turkey and it seems to be causing
quite a stir!
The brand continues to grow by gaining a new
stream of loyal fans and we are sure that T•box will
continue to stand out in the Turkish retail market.

18. Brand Mark

19. Packaging

20. Collateral

21. Billboard

22. Shop Front

23. Cashier Desk & Product Display

24. ‘‘ We were thrilled with the
hard work and dedication
that ‘i-am’ showed in the
Oxford Street store opening
and wouldn’t hesitate to work
with them again.’’
Head of Marketing
Vero Moda
‘i-am’ created the launch campaign for the flagship
Vero Moda store in London. Centered around one
core concept – the ‘Fill it for Free’ Gold Bag, 300
of these were hidden around London, select online
media and fashion blogs. Finders of this elusive
bag could access the store and literally fill it for free
on the opening day. This theme fed the integrated
marketing campaign across social media platforms,
PR, on and offline media, guerrilla marketing stunts
and a packed event schedule. A key element to
the campaign was the product placement strategy
with London’s top fashion bloggers and influencers,
yielding 100% conversion rate online.
Within just a few weeks ‘i-am’ generated thousands
of followers online, hundreds queuing down Oxford
Street prior to launch, coverage in the top 20 media
titles as well as over £500,000 worth of
press coverage.

25. Fill It For Free: The Golden Bags

26. Overwhelming Success

27. ‘‘The new approach from ‘i-am’
successfully built awareness of
the Newburgh Quarter.’’
Marketing Manager
Newburgh Quarter
‘i-am’ were commissioned by long-standing
client Shaftesbury Plc to increase the footfall
in Newburgh Street area – a cluster of streets
parallel to the famous Carnaby Street, known
for its independent boutiques.
‘i-am’ created an integrated marketing campaign
to generate awareness for the area globally
and locally.
The ‘Wish You Were Here’ pop-up shops were
specifically created for this need.
The campaign physically swapped Newburgh
Quarter neighbourhood with its parallels in New
York’s Lower East Side – a like-minded area also
known for its cutting edge retail and creative
community. Complete with in-store performances,
limited edition products, fashion shows and street
parties on both sides of the Atlantic.
This new approach increased footfall to the area
and sales growth for the participating stores.

28. Branding

29. Brandmark & Collateral

30. TOTTENHAM
COURT ROAD
9 min walk to
Newburgh Quarter
DE
AN
S
AR
SO
HO
TR
DO
EE
UR
T
S
TR
RE
EE
F
T
E
B
R
W
IC
K
S
S
TR
TR
E
E
E
E
W
E
R
E
E
M
PT
O
T
T
T
Postcards
PICCADILLY
CIRCUS
PICCADILLY
CIRCUS
6 min walk to
Newburgh Quarter
6 min walk to
Newburgh Quarter
U
R
Y
S
A
V
E
N
U
E
TR
EE
T
OAD
A
S R
A
H
S
ROS
E
W
K
E
R
ET
ET
AN
ET
IC
B
R
T
O
S
T
ET
T
L
EE
LE
TR
ID
RE
S
T
RE
S
S
C
ST
N
T
BR
UR
TO
K
G
CO
E
LD
N
EE
IC
N
LY
E
O
TR
RW
T
XI
E
NG
R
S
BE
E
LE
TR
T
K
T
T
T
S
E
ST
A
E
RE
EE
UR
EE
Y
KI
E
B
S
RE
ST
TR
ET
ST
H
S
RE
G C
K
IT
AN
ST
RIN
GR
FR
DE
K
DO
B
TR
T
S
IC
AR
LL
S
A
W
AD
W
HA
H
N
B
RO
CHA
T
ET
EE
RE
UA
SQ
T
RS
RG
R
T
T
W
Discover the most diverse collection of independent
boutiques, cafés, concept stores and traditional English
pubs in the West End.
carnaby.co.uk
W
ST
EE
ET
T
MA
BU
A
R
EN
E
G
U
G
T
THE NEWBURGH QUARTER is the design district
that connects Carnaby to Soho – encompassing the
historic passageways of Newburgh St, Marshall St,
Lowndes Court, Marlborough Court, Foubert’s Place and
Ganton St.
RE
S
S
R
T
S
N
L
ON
RE
E
Y
P
T
AN
LY
T
R
’S
G
F
U
E
ST
W
RT
C
FO
E
UB
OU
IN
A
B
V
K
TR
T
K
H
S
A
IC
S
EA
OAD
O
TR
GR
OR
LB
R
MA
GH
NE
S R
A
E
ROS
E
W
R
E
ET
ET
T
AN
ET
E
R
PT
T
ET
T
L
EE
LE
TR
RE
S
ID
RE
W
T
M
ST
N
T
BR
UR
TO
K
G
CO
ST
B
E
S
O
EE
IC
N
LY
T
T
S
R
RE
RE
EE
TR
RW
T
XI
E
NG
E
T
S
BE
E
LE
TR
E
E
ST
ST
TR
T
S
UR
R
EN
E
G C
K
H
S
DO
EE
Y
T
G
K
R
RIN
EE
IT
AN
AR
TR
B
KI
S
RE
A
E
T
C
3 min walk to
Newburgh Quarter
CHA
GR
FR
DE
W
S
T
A
LY
B
S
O
LD
N
S
T
EE
RW
T
T
K
ET
ND
EE
EE
ET
LL
S
N
G
G
B
IC
RE
LA
TR
PO
S
U
SQ
T
HA
H
R
T
S
ON
T
AN
RO
W
AD
T
S
BE
AN
TR
RE
EE
RS
RG
A
IN
Discover the most diverse collection of independent
boutiques, cafés, concept stores and traditional English
pubs in the West End.
S
ST
TR
L
K
THE NEWBURGH QUARTER is the design district
that connects Carnaby to Soho – encompassing the
historic passageways of Newburgh St, Marshall St,
Lowndes Court, Marlborough Court, Foubert’s Place and
Ganton St.
ET
OXFORD
CIRCUS
E
AR
TREE
RD S
OXFO
O
OH
S
MA
P
BU
’S
W
RT
C
E
UB
RE
UR
K
S
T
FO
carnaby.co.uk
DO
IC
ND
EA
OU
ST
NE
GR
OR
LB
R
MA
GH
9 min walk to
Newburgh Quarter
DE
AR
RW
LA
3 min walk to
Newburgh Quarter
T
W
BE
PO
OXFORD
CIRCUS
TREE
RD S
OXFO
TOTTENHAM
COURT ROAD

31. Pop Up Show & Vehicle Branding

32. ‘‘We love the enthusiasm & energy of our
new identity.”
Head Marketing Manager
Svetski
‘i-am’ were asked to develop a strong new brand
image and retail experience that would enable Svetski
to connect with a younger consumer so establishing
the Svetski name as a credible youth brand both in
Russia and internationally.
‘i-am’ worked with the Alba team on every aspect of
the Svetski brand experience including brand strategy,
brand positioning and brand expression.
The dynamic new brand language and tone of voice
were designed to reflect the pace and energy
on the brand while the vibrant new retail formats
perfectly captured it’s youthful spirit and sense
of adventure.
With the opening of its first stores in Moscow
the Svetski brand is starting to establish a loyal
and youthful following with a growing army of
young Russian cool hunters and the less affluent
fashion worshippers all making Svetski their label
of choice. The brand’s new young admirers seem
to appreciate the emergence of a new more
accessible Russian brand that offers design with
attitude and affordable cool to rival the more
established international favourites.

33. Brand Mark

34. Collaterals

35. Collateral

36. Shop Front

37. Threshold

38. Store Interiors & Branding

39. ‘‘ ‘i-am’ responded with a brilliant retail
design solution for the changing needs
of travellers and the new commercial
landscape of the next decade.”
Media & Relations
DAA
‘i-am’ were also asked to recommend a strategic
way forward to bring brand clarity and commercial
appeal to all future DAA retail formats at all its airport
operations around the world.
‘i-am’ created a new brand lead retail proposition
communicating clear messages on a functional level
with an ability to engage with customers on a more
emotional level at the same time. The Loop was
the perfect solution offering travellers and airport
shoppers a totally new and welcome experience.
The brand can now look to the world’s best retailers
as its comparative set. The brand application includes
seductive advertising campaign, large scale LCD
billboards, a 150 metre sculptural navigational ribbon,
stylised store frontages, information desks
and retail packaging.

40. The Future of Airport Shopping
Brand Mark

41. The Future of Airport Shopping
The Future of Airport Shopping
Dublin Airport
Dublin Airport
The Future of Airport Shopping
Dublin Airport
Posters

42. The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
Collaterals
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping
The Future of Airport Shopping

43. ‘‘ ‘i-am’ created a concession that
was unique & bold and also
strengthened our position within
the beauty department.’’
Marketing Manager
L’Oreal
‘i-am’ were commissioned to design a range
of concession retail formats, in a range of host
locations, for Giorgio Armani cosmetics or
fragrances, or both. ‘i-am’ understood the
principles of the Giorgio Armani brand and applied
these to a level of fine detail individually according
to the unique peculiarities of each scenario.
Working closely with the team at L’Oreal, ‘i-am’
developed a set of distinctive visual elements
and design language to reflect the qualities
of the Giorgio Armani brand. ‘i-am’ visualized
solutions for each location, detailed these
for construction and implemented them.
The work has enabled Giorgio Armani to establish
its position at the prestige end of cosmetics
and fragrance sector and to deliver strong sales
performance. Through the strength of their simple
distinctive design the sites stand out among
the confusion of department store beauty halls.

44. Retail Concession

45. ‘‘‘i-am’ created a world class
brand identity and sales
lounge which we intend to roll
out Pan-India.’’
Amit Mavi
Founder, BOP
World’s trusted
realty experts
An ISO 9001:2008 Certified Company
Over 40,000 satisfied customers
14 studios across 10 cities in India
2 international offices in Dubai & Singapore
Great investment advice and insight
BOP also known as Better Options Propmart is
amongst India’s largest and fastest growing real
estate brokers. As the company has grown rapidly
and internationally there was a need to create a brand
identity that would have a stronger recall value and
global appeal.
For BOP the customer is at the heart of the business.
BOP wanted to create a truly magical experience for
their prospective customers visiting their sales lounge.
‘i-am’ created a strong brand identity and a stand-alone
sales lounge environment that is industry leading.
This was achieved by creating a recognisable logo that
represents a young, professional, moving brand and
a sales lounge that incorporates new technologies
and allows greater product engagement and comfort.
This allowed BOP to take brand ownership in
collaterals, adverts, campaigns, and other media,
whilst having a fresh impact in India and appealing
to new markets overseas.

46. Old Brand Mark
New Brand Mark

47. Premium Brand Mark Colours
P Brand Mark must always be
uced from original artwork and
never be redrawn or replicated.
our premium Brand Mark and it
e printed in specialty colour at
MES - Pantone 871 C.
lacement colour, tint or colour
must be used at any time.
NE
Premium Brand Mark
7

48. World’s trusted realty experts
Dear Richard,
This is not an actual letter to anyone in particular. This is simply a sample of a letter in order that we can see how it
would actually look when printed here. After all, the purpose of a letterhead is to always be seen with a letter or
communication printed on it. This is not to say that the design of the letterhead should not be beautiful, precise and
well dimensioned and laid out in a functional manner.
The elements have to be laid out so as to enhance the letter itself whilst also clearly standing out so that the reader
will instantly know who is writing to them. It is also important to consider how the letter will be posted.
Will it be folded or simply dropped into an A4 envelope. Envelopes are often branded too... how should the items look
together. Overall consideration should be made to the entire compliment of stationery items. All items should look as
consistent parts of the same brand. They should project the personality of the brand through the use of typography
and colour. Also the design of logotypes or symbols and devices.
This letter is therefore integral to the design of the letterhead itself. Care should be taken by the writer or typist of the
letter to adhere to positioning and fonts and size and weights of type. The overall finished letter should appear smart,
clear and considered. Simple as that.
With Compliments
G7, First Floor
Sector 18
Noida 201301
T: +91 120 4195555
E: info@bopgroup.co.in
W: bopgroup.in
Yours Sincerely,
Amit Mavi
Founding Partner
World’s trusted
realty experts
World’s trusted
realty experts
Amit Mavi
Gaurav Mavi
G7, First Floor
Sector 18
Noida 201301
G7, First Floor
Sector 18
Noida 201301
G7, First Floor
Sector 18
Noida 201301
T: +91 120 4195555
E: info@bopgroup.co.in
W: bopgroup.in
T: +91 120 4195555
91 120
M: +91 9654444333 4195555
E: am@bopgroup.co.in
W: bopgroup.in
opgroup.in
T: +91 120 4195555
M: +91 9910266552
E: gv@bopgroup.co.in
W: bopgroup.in
Founding Partner
Corporate Stationary
Founding Partner

49. Magazine Advertisement

50. Print Communication

51. BOP
Merchandising - Premium Welcome Kit
Premium Welcome Pack
40

52. Advertisement

53. Residential
Commercial
World’s
DRI NK Strusted realty•expertsNT S
• FOOD EVE
A B O UT US • CO NTA CT US
Home
Company
Projects
Builders
Knowledge
Blog
Contact
CO ME &
RE LAX
vestment
looking to invest?
want to secure your future?
want the best deal?
then look no further, talk to us
India’s leading real estate consultants
Call 9560891830
Toll-free 1800-102-5055, SMS ‘BOP’ to 56677
Recent Projects
Lakwat sa, 7B lenheim Cresent , London W 11 2E E
Tel + 00386 3986 E inf o@lak wat s a. com
Property Title
Property Title
Property Title
Property Title
Lorem ipsum dolor sit amet, consectetur
Lorem ipsum dolor sit amet, consectetur
Lorem ipsum dolor sit amet, consectetur
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam massa lorem,
adipiscing elit. Aliquam massa lorem,
adipiscing elit. Aliquam massa lorem,
adipiscing elit. Aliquam massa lorem,
sollicitudin a vehicula sed, dictum ut justo.
sollicitudin a vehicula sed, dictum ut justo.
sollicitudin a vehicula sed, dictum ut justo.
sollicitudin a vehicula sed, dictum ut justo.
Aliquam a neque odio, in mattis velit.
Aliquam a neque odio, in mattis velit.
Aliquam a neque odio, in mattis velit.
Aliquam a neque odio, in mattis velit.
Our Clients
Website
About Us
BOP Group was incorporated as Better Option Propmart Pvt. Ltd. In 2007. Over
the last 5 Years, BOP has successfully worked towards establishing itself into
Testimonials
“I would recommend
BOP Group to everyone
Contact Us
Name

54. : Approach
Retail Lounge: Entrance
Shop Front

55. The Sales Lounge: Arrival
Entrance

56. he Sales Lounge: Interactive Lounge
Consultation Area

57. Lee
Pre
Premier Lounge

58. Terrace

59. ‘‘ We needed brand ownership
within our market, ‘i-am’
established the same by
re-freshing our brand.’’
Marketing Director, Panchshil
Panchshil is a high-end luxury sector real estate company
based out of Pune, working with designers such as
Philippe Starck. They have built several iconic buildings
in Pune including luxury hotels. Over a period these
structures have become landmarks throughout the
city, however the public in general are not aware that
Panchshil built these.
‘i-am’ were asked to tidy up the existing brand mark
and establish the brand hierarchy for Panchshil. It was
important to re-associate the Panchshil brand with their
developments. ‘i-am’ were also asked to look at the tone
of voice and visual language of the brand.
‘i-am’ created a visual pattern that would allow Panchshil
to take brand ownership across a range of different
media and communication platforms. The tone of voice
was warm and friendly and the elegant visual language
used helped portray a premium sense of luxury.

60. Brand Mark
Divisional Hierarchy for internal reference
CORPORATE PARKS
5 STAR HOTELS
RESIDENCES
Divisional Hierarchy
by Philippe Starck
Developed by
Panchshil Endorsement Structure

61. Corporate Stationary

62. Corporate Brochure

63. Property Brochures

64. Advertisements

65. Office Experience Diary & Folder

66. Branded Products and Packaging

67. ‘‘Since working with ‘i-am’,
we have pioneered a new
brand of estate agents. This
has certainly been reflected
in our sales figures and
company growth.’’
Ivor Dickinson
Managing Director
Douglas and Gordon are professional, innovative
and caring, qualities rarely associated with their
profession. By expressing their unique qualities
through their brand experience they would gain a
significant advantage in such a competitive sector.
'i-am' were asked to design striking modern
environments and a distinctly memorable client
experience that reflected their brand values and
personality.
First 'i-am' analysed every element of the Douglas
and Gordon customer experience and then proposed
a bespoke design solution in the form of a rich, warm
and inviting environment.
The concept is currently being implemented across
the Douglas and Gordon estate. Branches that have
been transformed show significant uplift & improving
levels of business.

68. Shop Front

69. Threshold

70. Property Browsing Screen and Waiting Area

71. Reception Desk, Consultation Area, and Bicycle Branding

72. The new Derbyshire-based estate agency, is based
around the value of exceptional customer service. The
co-owners of this business wished to make co-operation
and communication evident in all aspects of their
operation.
‘i-am’ were asked to design visual elements and
environments which would reflect Smartmove’s strong
values and personality.
‘i-am’ used a range of innovative juxtapositions to create
a striking and memorable environment for Smartmove.
The traditional was merged with the contemporary to
reflect the notion that, though forward-thinking, the
business was deeply rooted in old-fashioned values.
Smartmove have managed to increase footfall and
their striking interiors provide a talking point for both
customers and employees. The concepts put forward
by ‘i-am’ are soon to be rolled out in other sites.

73. Shop Front

74. Consultation Area

75. Consultation Area

76. ‘‘ ‘i-am’ have helped National
Trust double its restaurant
income within the last 5
years.”
Stuart Richards
Head of Food and Retail
The Mote restaurant experience brings to life the
Trust’s brand personality, expresses its values
and blends the best of contemporary design with
traditional materials, attention to detail and local
produce.
‘i-am’ have now created, developed, and
implemented three different retail formats: ‘Elegant
Living’, ‘Home Gift & Garden’ and ‘Outdoor’ and
three food formats: ‘Simple Food’, ‘Kitchen Cafe’
and ‘Destination Restaurants’ across 500 National
Trust locations in the UK.

77. Restaurant Interiors and Collateral

78. ‘‘ We’re absolutely delighted with
the work that ‘i-am’ did for us –
we’ve just had our best 6 months
of trading since we opened 17
years ago!’’
Simon Prideaux
Managing Director
Owner of VQ, Simon Prideaux, came to us with
a brief to rebrand and redesign his legendary 24hour dining concept. Customers range from families
at lunchtime, to tourists stopping in for afternoon
coffee, and clubbers in the middle of the night.
VQ has to function differently for each of these
customers, and this had to be understood and
incorporated into the design and experience.
Customers frequently comment on the ‘wonderful
feeling’ created by the bespoke lighting. The space
is not only stylish and contemporary but also
functional, comfortable and welcoming to all people
at all times. The queue outside often reaches around
the block for a seat - even in the middle of the night.

79. Brand Mark

80. 24 Hour Concept

81. Info Graphics

82. Shop Front

83. Dining Area & Menu

84. VQ at Night

85. Shawa: Logotype & Strapline
‘‘Thanks to ‘i-am’, Shawa has
now put real glamour into
shawarma dining.’’
Tony Kitous
Owner, Shawa
This group of Middle Eastern restaurant brands
mainly operate within the UK.
‘i-am’ were asked to work closely with the owner of
the group to develop their current restaurants and to
design and launch new concepts.
The team worked with the Shawa team, to produce
a brand identity and store concept that excited their
customers. The Comptoir Libanais brand has been
designed and created for Westfield’s White City and
The O2 in London.
An on-going roll-out of new restaurant concepts is
planned for the future.

86. Shawa: Logotype & Strapline
Identity

87. Menu Design

88. Shawa: T-Shirts
Shawa: Take-Away Bag
Brand Merchandise

89. Food Counter

90. ‘‘Since working with ‘i-am’,
like-for-like sales at East
Street have increased by 75%.’’
David Fox
Founder, East Street
‘i-am’ were appointed to create a new brand identity,
including a new name and logo, graphic elements
and complete interior design for this London-based
site.
East Street was created, and everything about
the concept was taken directly from the raw vibe
of Southeast Asian street food and night markets.
The long benches and plastic tables recreate
the feeling of being in Vietnam or Thailand under
a low glow of neon light, surrounded by the sights
and sounds of the kitchen.

91. Brand Mark

92. Brand Mark Application

93. Visiting Rangsit Floating Market,
Thailand for the first time...
Visiting Rangsit Floating Market,
Thailand for the first time...
Visiting Rangsit Floating Market,
Thailand for the first time...
I am always on the lookout for new
food dishes that I have never tried
before. Like anyone else, I love pad
thai and was really happy to see a
food stall at the market
specializing in different versions
of pad thai. These are the two that
I ate. The first used crispy deep
fried wide noodles and the second
used green papaya instead of
noodles. I would have eaten the
whole menu if I had room.
I am always on the lookout for new
food dishes that I have never tried
before. Like anyone else, I love pad
thai and was really happy to see a
food stall at the market
specializing in different versions
of pad thai. These are the two that
I ate. The first used crispy deep
fried wide noodles and the second
used green papaya instead of
noodles. I would have eaten the
whole menu if I had room.
I am always on the lookout for new
food dishes that I have never tried
before. Like anyone else, I love pad
thai and was really happy to see a
food stall at the market
specializing in different versions
of pad thai. These are the two that
I ate. The first used crispy deep
fried wide noodles and the second
used green papaya instead of
noodles. I would have eaten the
whole menu if I had room.
Info Graphics

94. TM
BUY ONE
MAIN DISH
GET ONE
BUY ONE
MAIN DISH
GET ONE
in a hur
ry
just let ?
us know
FREE
Tampopo Platter to Share
FREE
Soup Noodles
Tod Man Khao Pod Thailand
Ramen Japan
Five delicately flavoured corn fritters
with a chilli and peanut dip £4.25
(serves 2)
Goi Cuon, Gyoza, Bulgogi, Coconut Prawns,
Satay & Tod Man Khao Pod £11.25
Ramen noodles with fresh greens in a
stock flavoured with “shoyu” (Japanese soy).
Also available with miso paste, please ask.
Chicken £8.75 Beef £10.25 Seafood £9.75
£8.25
Khao Pad Thailand
Com Hué Vietnam
Wok-fried rice from the imperial city of Hué,
flavoured with sesame seeds,lemongrass & coriander
Chicken £7.75 bring
At East-Street wePrawn £8.25 V e £7.25
you the authentic tastes
Khao Soi Vietnam,
of Thailand,(aka Changmai Noodles) Thailand
From the northern Thai capital.
Malaysia and Singapore,
Chicken Philippines,
Indonesia, breast and yellow noodles in a red
curry sauce, flavoured with ginger, garlic,
Japan and Korea.
fresh lime and red onion £8.50
Nasi Goreng Indonesia
hand this card to your server
great for
sharing!
Spicy wok-fried rice with shiitake mushroom,
chilli, lime leaves & onion flakes
Chicken £8.25 Prawn £8.75
Noodles/Rice £10.25
Halal chicken breast is used in all Wok-fried Noodle
& Rice Dishes, Stir-fried Specials and Sauce-based
Specials except Chicken Adobo.
Service not included. For parties of 7 or more
an optional service charge of 10% will be added to your bill.
Take-out available
Certain ingredients are included for flavouring & are not
to be eaten: lime leaf, galangal, star anise & lemongrass.
Allergies: Please note that our dishes may contain traces
of nuts or other allergy-sensitive ingredients, and we
cannot guarantee that they are completely free of these
traces. Please inform your server if you have an allergy.
Please ask your waiter/ess for a fork
& spoon if you prefer them to chopsticks.
(Extra portion per person £5.50)
Yaki Udon Japan
Chunky udon noodles with leek & red
pepper, wok-fried in soy & rice wine
Chicken £8.50 Seafood £8.95 £7.95
Pad Thai Thailand
Sour-sweet flat rice noodles with choi sum,
beansprouts, roasted peanuts & lime
Chicken £8.25 Prawn £8.75 £7.75
Pho Xao Bo Vietnam
Fragrant flat rice noodles with sliced rump
steak, lemongrass, mint & coriander £9.25
Chap Chae Korea
Sesame-scented glass noodles with
shiitake mushroom, cucumber, carrot & chilli
Chicken £7.75 Beef £8.75 £7.25
FREE
BUY ONE
MAIN DISH
GET ONE
FREE
(serves 2)
Yellow noodles, chicken breast & prawns
in a fiery coconut broth, with mint, cucumber,
red onion, tofu & lime £10.25
Tom Yam Thailand
Glass noodles, prawns & straw mushrooms
in a hot-and-sour clear broth, flavoured with
lemongrass, lime & chillies £ 9 . 2 5
Wok-fried Noodle
& Rice Dishes
Khao Soi (aka Changmai Noodles) Thailand
From the northern Thai capital.
Chicken breast and yellow noodles in a red
curry sauce, flavoured with ginger, garlic,
fresh lime and red onion £8.50
Yaki Udon Japan
Chunky udon noodles with leek & red
pepper, wok-fried in soy & rice wine
Chicken £8.50 Seafood £8.95 £7.95
Pad Thai Thailand
Sour-sweet flat rice noodles with choi sum,
beansprouts, roasted peanuts & lime
Chicken £8.25 Prawn £8.75 £7.75
Pho Xao Bo Vietnam
Fragrant flat rice noodles with sliced rump
steak, lemongrass, mint & coriander £9.25
Chap Chae Korea
Fragrant flat rice noodles with sliced rump
steak, lemongrass, mint & coriander £9.25
Chap Chae Korea
Sesame-scented glass noodles with
shiitake mushroom, cucumber, carrot & chilli
Chicken £7.75 Beef £8.75 £7.25
Menus
Com Hué Vietnam
Com Hué Vietnam
East-Street we bring
you the authentic tastes
Thailand, Vietnam,
Malaysia and Singapore,
Indonesia, Philippines,
Japan and Korea.
East-Street we bring
you the authentic tastes
Thailand, Vietnam,
Malaysia and Singapore,
Indonesia, Philippines,
Japan and Korea.
Nasi Goreng Indonesia
hand this card to your server
Nasi Goreng Indonesia
hand this card to your server
Chicken £8.25 Prawn £8.75
Noodles/Rice £10.25
Laksa Singapore
Khao Pad Thailand
Nasi Goreng Indonesia
hand this card to your server
Rice vermicelli, chicken breast & straw
mushrooms in a coconut broth flavoured
with galangal & lime leaf £8.75
Khao Pad Thailand
East-Street we bring
you the authentic tastes
Thailand, Vietnam,
Malaysia and Singapore,
Indonesia, Philippines,
Japan and Korea.
Tom Kha Thailand
(serves 2)
Com Hué Vietnam
Sliced rump steak or chicken breast with
flat rice noodles in a clear broth scented
with fresh Asian herbs, star anise & lime
Beef £9.75 Chicken £8.25
(serves 2)
Khao Pad Thailand
Pho Vietnam
Wok-fried rice with fine beans, mushroom,
pineapple, Asian basil & peanuts
Chicken £8.50 Prawn £8.95 V £7.95
BUY ONE
MAIN DISH
GET ONE
Chicken £8.25 Prawn £8.75
Noodles/Rice £10.25
Chicken £8.25 Prawn £8.75
Noodles/Rice £10.25

95. Shop Front

96. Threshold & Collateral

97. Chilango Logotype: Angled Version
‘‘Chilango has achieved 100%
uplift in sales. This is unheard
of in the restaurant industry.’’
Dan Houghton
Founding Partner, Chilango
We worked together with the Chilango founders on
every creative aspect of their business. We created
a brand name and introduced a true Latin spirit
to the personality that customers could readily
engage with.
The Chilango name perfectly captures the essence
of modern Mexico and gives it a twist of urban
cool. The new interior concept is fast, vibrant and
energising.
Eight years down the line Chilango now has five
successful UK sites and was recently awarded
‘best new restaurant concept’ at the ROTI awards.

98. Chilango Logotype: Angled Version
Brand Mark

99. Characters

100. Chilango Bags: One Colour Print on White Recycled Paper
Chilango Bags: One Colour Print on White Recycled Paper
Take Away Bags

101. 1. choose your meal
3. pick a salsa
burrito
tender meat
2. select your filling
grilled chicken
pico de gallo
roasted tomato
grilled steak
chilango
tacos
add guacamole
what’s in...
coriander
lime rice
our
burritos?
cochinito
what people say...
online at...
chilango.co.uk
salad
or visit our fleet
street restaurant
black or pinto beans
grated cheese
extras
beans
pinto or black
sour cream
drinks
tortilla chips
and guacamole
romaine lettuce
fresh salsa
vegetarian
agua fresca
tortilla chips
and salsa
142 fleet street
london ec4a 2bp
Menus
bottomless soda
tortilla chips
guacamole
mexican beers
bottled water
juices

102. Lucha Libre...
The Soul Of Mexico
Tips from
The Master...
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod. Dolorum et tur espirol
ipsum dolor sit amet sed diam nonummy vino est veritas
deum. Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod.
MARIACHI MAGIC...
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod. Dolorum et tur espirol
ipsum dolor sit amet sed diam nonummy vino est veritas
deum. Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod. Dolorum et tur espirol
ipsum dolor sit amet sed diam nonummy vino est veritas
deum. Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod.
WHAT IS CHILANGO?
WHAT IS CHILANGO?
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh euismod.
Dolorum et tur espirol ipsum dolor sit amet sed
diam nonummy vino est veritas deum. Lorem
ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod.
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh euismod.
Dolorum et tur espirol ipsum dolor sit amet sed
diam nonummy vino est veritas deum. Lorem
ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod.
RELIGION...
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
diam nonummy nibh euismod.
Dolorum et tur espirol ipsum dolor
sit amet sed diam nonummy vino
est veritas deum. Lorem ipsum
dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy
nibh euismod.
Chilango Who?
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
nonummy nibh euismod. Dolorum et
tur espirol ipsum dolor sit amet sed
diam nonummy vino est veritas deum.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
nonummy nibh euismod.
As fresh As...
WHAT IS CHILANGO?
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh euismod.
Dolorum et tur espirol ipsum dolor sit amet sed
diam nonummy vino est veritas deum. Lorem
ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod.
Colour Worship...
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
nonummy nibh euismod. Dolorum et
tur espirol ipsum dolor sit amet sed
diam nonummy vino est veritas deum.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
nonummy nibh euismod.
Cooked to
perfection...
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod. Dolorum et tur espirol
ipsum dolor sit amet sed diam nonummy vino est veritas
deum. Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod.
Posters

103. DRI NK S • F O O D • E V E NT S
A B O UT US • CO NTA CT US
CO ME &
RELAX
Lakwatsa, 7Blenheim Cresent, London W11 2EE
Tel +00386 3986 E info@lakwatsa.com
Website
Website

104. DRI NKS • FOOD • EVENTS
ABOUT US • CONTACT US
DRINKS • FOOD • EVENTS
A B O U T U S • C O N TA C T U S
COME &
RELAX
COME &
RELAX
L a k wa t s a , 7 B le n h e im Cre s e n t , L o n d o n W11 2 E E
Te l + 0 0 3 8 6 3 9 8 6 E in f o @la k wa t s a . c o m
L a k w a t s a , 7 B l e n h e i m C r e s e n t , L o n d o n W 11 2 E E
Te l + 0 0 3 8 6 3 9 8 6 E i n f o @ l a k w a t s a . c o m
Website
Website
DRI NKS • FOOD • EVENTS
ABOUT US • CONTACT US
COME &
RELAX
COME &
RELAX
L a k wa t s a , 7 B le n h e im Cre s e n t , L o n d o n W11 2 E E
Te l + 0 0 3 8 6 3 9 8 6 E in f o @la k wa t s a . c o m
Website
DRINKS • FOOD • EVENTS
A B O U T U S • C O N TA C T U S
L a k w a t s a , 7 B l e n h e i m C r e s e n t , L o n d o n W 11 2 E E
Te l + 0 0 3 8 6 3 9 8 6 E i n f o @ l a k w a t s a . c o m
Website
Website

105. Shop Front

106. Threshold

107. Seating Area & Wall Graphics

108. Preparation Counter

109. We would love to hear from you...
Mumbai
London
Istanbul
‘i-am’ mumbai
‘i-am’ associates
‘i-am’ istanbul
4th Floor, Shivraj Heights
14th Road, Khar (West)
Mumbai – 400052
66 Leonard Street
The Old School House
London EC2A 4LW
Serdar Ekrem Sokak
5/2 Galata
Istanbul
+91 22 26487302
+44 (0)20 7613 4114
+90 212 252 99 40/45
Udit Bhambri
udit@i-ammumbai.com
Freya Wileman
freya@i-amonline.com
Selin Ileri
selin@i-amistanbul.com.tr