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Project: Format Development
Client: Leon UK
Location: London
Discipline: Brand Strategy | Interiors

Leon is the world’s first “slow food as fast food” concept. Launched on Carnaby Street, London, it combines the manufacturing logistics of a fast food chain with the food sourcing of a great restaurant’s chef. Leon is targeted for the increasing number of “Cultural Creatives” who are turning their backs on mass-produced chemically enhanced products. It marries the “worlds best” food production systems with seasonally adjusted menus and locally grown produce to deliver a healthy yet affordable alternative to the ever expanding and dreary international food monoliths.

 

Each site has a unique personality with each venue making use of a design twist to localize the offer. Winning the ‘Best New Restaurant’ award two years running, Landini Associates were engaged to help refine, evolve and grow the brand across multiple outlets during its early days in London.

“I want to have Leon’s children.”
- Giles Coren, The Times

 

“Has Pete Doherty turned a corner? The hard-living musician was clocked wearing a suit while eating his way through the healthy menu at Leon, just off Carnaby St. Weirder still, other members of Babyshambles were then seen at Leon’s branch in Ludgate Circus. Could the wild boys of rock be cleaning up their diet – and their act?”
- Lydia Slater, The Sunday Times

Leon: UK

Leon is the world’s first “slow food as fast food” concept. Launched on Carnaby Street, London, it combines the manufacturing logistics of a fast food chain with the food sourcing of a great restaurant’s chef.