Le Swine began life in the bistro of Michelin starred chef Bruno Loubet when Loubet – along with chef James Packman – challenged themselves to make Britain’s best bacon butty. Such was their success that James established a street food truck to offer up the nation’s favourite breakfast with Yorkshire-farmed bacon, freshly baked milk buns and homemade condiments.
During Covid, James launched the Butty Box; a DIY kit that enables customers to concoct a Le Swine masterpiece from the comfort of their own kitchen. We developed a bold logo and a striking packaging solution to be delivered to homes across London, inspired by traditional café culture.
A functional e-commerce website was also vital for this to work, and we built a site that enabled customers to type in their postcode and select specific delivery dates. Eventually, the website was expanded to include the café menu, private hire opportunities and the full Le Swine story.
In 2024, the heritage green that is central to the box branding became the primary colour in Le Swine’s first physical café on Upper Richmond Rd in London. Working across brand, digital and interiors allowed us to create a cohesive experience, building on the nostalgia associated with a traditional fried breakfast to tap into the warmth of a local British café.
The brief was to ‘distil the traditional British café’ to produce an authentic, modern take on the neighbourhood’s favourite meeting point. To create a space that felt both familiar and fresh, we thoroughly researched key materials that were unique to the project, with a clear focus on reclaiming, recycling and repurposing. This ensured that the materials sourced felt like they belonged to the aesthetic of Le Swine.
Traditional high street cafés of the past are referenced in the glass salt and pepper shakers, the lino flooring, the Formica table tops and reupholstered banquette seating. Nostalgia is counterbalanced with the injection of wooden cladding, graphic art and a deep red ceiling to make Le Swine a comfortable and contemporary all-day breakfast hang out for all the neighbourhood.
