When Jonathan Arana-Morton and Alison Rooney spotted a café up for grabs in Soho, London, they decided it was time to make their dream of opening ‘The Breakfast Club’ a reality. Elmwood was asked to create a brand identity that would ensure it stood out from the crowd and be somewhere people wanted to work. Elmwood created a taste of ‘80s nostalgia with a bright yellow theme and range of pin badges to give away to potential customers across London. Signage, menus, stationery and loyalty cards reflected the spirit of the ‘80s and 100 launch invitations were stamped onto pieces of toast and sent out in bespoke boxes. In the six years since launch, The Breakfast Club has grown from £26.50 taken on day one, to £20,000 a week in the Soho branch. Jonathan and Alison also opened three new branches and turnover was £5,150,000 last year – an impressive result at a time where industry insolvencies were up 19%.