A brand creation for a pop up shop, cafe and online store in London, to showcase the many exquisite artisan West Country food and drinks. The result is a fresh, sophisticated brand with a sense of nostalgia. At the heart of the brand sits a witty identity, allowing the position of the South West type to rest in the South West geographical area of the word kitchen. This has the potential to be adapted and rolled out to include other areas of the country such as the North West, North East and South East.