Jamie Oliver

Jamie Oliver’s accessible, no-nonsense style has revolutionised cooking and inspired millions. His creation, Recipease, is a place where people learn to cook alongside professional chefs in a relaxed atmosphere. Ingredients are all measured and laid out ready to be whipped up into something delicious.

WMH devised a strategy that would complement the clearly established Jamie Oliver brand. To increase its appeal to potential franchisees, Recipease would also need a personality of its own, endorsed by Jamie.

The design system parodied children’s plastic model kits, and is accompanied by a quirky tone of voice. Having tested the concept, a new mega-store is now open in trendy Notting Hill Gate and has expanded to host childrens’ parties, children’s cooking, a cafe, shop, corporate events, Christmas parties and cookery lessons.