Mildred’s

Soho since ’88

What we did

When it was still edgy. In its former life, the building had been a seedy sex club, complete with an S&M padded cell in the basement. Four decades later, current custodians Sam Anstey and Sarah Wasserman asked SAINT to overhaul the Mildred’s identity, with a view to rekindling the ’80s spirit instilled by founders Diane Thomas and Jane Muir back in the day.

A brand identity with an expressive bite. We explored a full brand strategy culminating in a brand essence of “freedom of expression.”

A comprehensive visual and verbal identity followed, with the core wordmark reimagined to encapsulate individuality, unique cursive characters coming together in a signature like mark representing diversity and Mildred’s “all are welcome” spirit.

A confident, inclusive, adventurous, expressive, mischievous and creative voice was reborn, with a kind, honest and sustainable heart at its centre. Mildred’s was back.

The result

London’s plant-based pioneers, serving extraordinary food and drink since 1988, now carried by a brand identity with the same freedom of expression at its core.

What we did

Brand Strategy
Brand Identity
Art Direction
Illustration
Web & Digital
Print Design
Packaging
Interior Art
Copywriting
Signage

Spread of small plates including hummus with pine nuts, smoky eggplant dip with cilantro, roasted peppers over labneh, pickled vegetables, blistered green peppers with tahini, and grilled cauliflower

Freedom of expression

We helped develop uniforms and apparel that the team actually wanted to wear, allowing room for individual expression. We then folded the new look and feel into product, packaging and merchandise, including a private dining room, Jane’s Table, named after co-founder Jane Muir.

As Mildred’s blossomed…

A full new website and shop were designed and developed, alongside a design system for layering the new, punchy brand identity into every restaurant space, from wall art to furniture, table decor, menu suite, experiential guest touchpoints and signage.

We had the honour of designing the cover of their latest cookbook, then went on to redesign the covers of their previous books, completing a full range spanning Vegan, Easy Vegan and Vegetarian titles.