Last week, I had the pleasure of being invited to the Lumina Intelligence Food Concept Tour in London. We spent an inspiring afternoon exploring a range of diverse food outlets, sampling their innovative offerings and discovering what makes each concept unique. I was also fortunate to share this experience with the lovely Courtney, one of my colleagues, which made the day even more enjoyable.

As a designer, I found myself equally captivated by the visual branding and decorative design as I was by the culinary experiences. I thought it would be interesting to review each through a design lens – examining how their branding, food presentation, and physical spaces work together to create memorable experiences.

Indi-go Rasoi – Old Spitalfields Market

Indi-go Rasoi’s sophisticated black logo perfectly balances modern typography with cultural authenticity. Their branding communicates vibrant Indian street food through bold colours and appetising photography. The Old Spitalfields Market stall fits seamlessly into the energetic market atmosphere while maintaining its distinct identity. The menu delivers exactly what the branding promises: accessible, flavourful Indian street food with options ranging from curries to wraps. Clean signage and clear menu displays make ordering effortless. The food definitely matches the professional branding: colourful, aromatic, and authentically spiced dishes that appeal to both Indian food enthusiasts and curious newcomers exploring Spitalfields.

Niji Mochi – Old Spitalfields Market

Niji embodies Japanese-Spanish minimalism through elegant, understated branding. The clean aesthetic communicates luxury and craftsmanship as each handcrafted mochi is a small work of art. With beautiful product displays and packaging that showcase the colourful variety of flavours. The glutinous rice cakes filled with delicate mousse deliver on the brand’s promise of premium quality. From matcha to chocolate to fruit flavours, each mochi maintains perfect texture and presentation.

Brother Marcus – Spitalfields

Brother Marcus’s contemporary branding exudes Mediterranean warmth through its sophisticated dark colour palette and clean logo design. The Spitalfields restaurant offers welcoming interiors and Eastern Mediterranean hospitality. Their menu showcases beautifully plated dishes that photograph as well as they taste. The branding successfully communicates their feasting concept: generous portions designed for sharing, creating a wonderful dining experience. Signage and menus maintain brand consistency throughout the space. Whilst the restaurant accommodates everything from intimate breakfasts to large group celebrations, showing versatile design thinking. Their festive menus and seasonal offerings keep the brand fresh while maintaining core identity.

OKJA – Toynbee Street

OKJA’s playful branding perfectly captures their “OK, JA” philosophy – unpretentious plant-based excellence. The Toynbee Street café space is bright, welcoming, and authentically designed without over-styling. Their product packaging showcases ingredient transparency beautifully with labels proudly displayed on the front rather than hidden on back. The food offering includes expertly crafted pastries from their ex-Michelin star chef, plant-based milks, spreads, and exceptional coffee. OKJA proves sustainable, ethical food can be delicious-first, with branding that clearly emphasizes flavour.

Eataly – Bishopsgate

Eataly’s branding celebrates Italian food culture through rich imagery and storytelling. Their logo and visual identity communicate quality, authenticity, and passion for Italian cuisine. The Bishopsgate location is an experiential marketplace – multiple restaurants, fresh counters, retail sections, and a cooking school all under one beautifully designed roof (indeed, we held a fabulous event there for our client Mutti – read more here). Each dining concept maintains distinct branding while contributing to the cohesive Eataly experience. From morning cornetti at Gran Caffè illy to elegant dinners at Terra by Carlo Cracco, the food offering spans Italian culinary traditions expertly. The market area showcases premium products with expert merchandising, making ingredients accessible for home cooking. Their “Eat, Shop, Learn” philosophy is skilfully executed through thoughtful space design as Eataly transforms grocery shopping into cultural immersion.

Wheelcake Island – Old Spitalfields Market

Wheelcake Island’s charming logo creates immediate cultural authenticity while remaining playful and accessible. The branding captures Taiwanese street food spirit through vibrant colours and appetising product photography. Their market stall presentation is clean and professional, elevating street food to premium status without losing accessibility. The fluffy Taiwanese pancakes with creamy fillings deliver consistently excellent texture and flavour – from matcha and hojicha to seasonal specialties. Each wheelcake is beautifully presented, Instagram-worthy yet genuinely delicious.

My Favourite Sandwich – Commercial Street

My Favourite Sandwich’s bold pink branding immediately distinguishes them in London’s sandwich scene. The playful yet confident aesthetic extends from signage to interior design, creating memorable visual identity. The Commercial Street shop is compact but welcoming, with a neighbourhood feel that encourages regular visits. Their menu shows serious culinary thinking – Aged Steak Meatball Marinara, Bang Bang Banh Mi, inventive Eurotrash with Monster Munch – elevated sandwiches that respect craft without pretension. Everything from the pink aesthetic to sandwich construction works together to ensure the food genuinely delivers on the playful branding promise.

So, there we have it. At the end of the day, I was left exhausted and extremely full, but the experience was well worth it. Thanks to the team at Lumina Intelligence for an amazing and informative session, we ended the day feeling optimistic and excited for what the future holds for the eating out market as well as inspired by the innovation that’s already coming through. Despite the challenges, hospitality industry is hungry and ambitious to succeed!

Steve Skilton
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