Pollen Street Social | Graphics

With his first independent restaurant, Michelin-starred chef Jason Atherton envisioned a social dining atmosphere that he calls “deformalized fine dining” that incorporates international influences on classic British dishes.

The identity of Pollen Street Social reflects this duality with its respectful nod to tradition alongside a subtle hint of defiance by using two distinct typefaces, Bauer Bodoni and Helvetica Neue.

The “a” of “Social” sheds its bulkiness and its humorless serifs, dropping away from the boundaries of the traditional lettering and establishing the name of the young chef with a clear confidence.

The chef’s name with the dropped “a” was created to allow us to create a logo for Jason Atherton’s corporate office that could work on its own. Neri&Hu developed both the restaurant and corporate office identity and collaterals.