It’s Pleat Cafe. London

Client. H+M

It’s Pleat was a retail-cafe venture by Swedish fashion brand H&M. The cafe was based in their White City Westfield, London store.

This was H&M’s first in-store UK café, and their fourth globally. After working on the pilot cafe launched in Stockholm earlier in the year, we were tasked with developing the brand identity for the It’s Pleat brand. The visual language was inspired by the health(ish) food on offer, the target audience, and imminent fashion trends and motifs.

The concept was brought to life in the London cafe, a 2400-square-foot leafy oasis, and that went on to be rolled out across future stores globally.