Charlie Smith Design Charlie Smith Logo Studio 22,
Royal Victoria Patriotic Building, John Archer Way,
SW18 3SX London, 2088741244

Charlie Smith Design

Charlie Smith Design

Smashing Plates


Smashing Plates is a new grab and go offering, serving up Greek food but not as we know it. Launching sites across the country this summer, they’re using the best ingredients – making as much as possible fresh inhouse using quality British and Greek produce.

Photography by Steven Joyce and Lucy Richards

The Client
At the heart of what Smashing Plates do is a commitment to challenging the norm, to understand if things can be done better. Whether it’s new takes on Greek dishes, removing all freezers from their sites to their totally traceable menu,  it’s good food that’s even better for the environment. 

The Brief
We were tasked with brand development for the Greek-to-go, expanding on the initial set of assets created by Fernando Volken Togni, which showcased its’ cultural roots and heritage in a fresh and exciting way. 


Unorthodox Greek
Our initial starting point was to consider how we communicate this idea of ‘Greek, but not’ to a hungry audience. Working alongside illustrator Sebastian Abboud, we developed a bent Greek column motif that encapsulated the spirit of the brand in a single mark.

Alongside this, we commissioned a series of illustrations, used across sites in print collateral and signage, which embody some of the key characteristics of Smashing Plates. 


We further extended the brand language through a bespoke typeface, made in collaboration with Abboud, which draws influence from the illustrative style established. The display face can be found across social posts, print collateral and handpainted across their sites.

We were then able to translate the brand language through a roll-out of several stores across London, including Tooting, Canary Wharf, Wembley and their flagship site in London Bridge. 

London Bridge