Roadside restaurant chain Little Chef will rebrand some of its UK sites in an effort to modernise its brand, it has been reported.

Little Chef – well-known among motorists for its Olympic breakfast – is building on its recent project with chef Heston Blumenthal, who was brought in to revamp the menu and design at its Popham restaurant.

According to Marketing Magazine, Little Chef will now revamp 20 of its UK sites.

A design agency has been hired to change branding, with the famous red-and-white logo being changed to lower case, while the chef icon – known as “Charlie” – will be given “new movement and energy”, Marketing Magazine reported.

The branding project is known in-house as “Wonderfully British” and will be used across internal and external signage, menus and packaging.

Little Chef may also want to supplement its rebrand with the use of promotional items, such as promotional pens and mugs.

Tracey Mulligan, managing director at Little Chef, told Marketing Magazine the rebrand would “completely reinvent” the Little Chef brand.

“We believe all of this will refresh the brand and attract a new generation of customers,” she said.

1 “Little Chef builds on Heston Blumenthal revamp with new branding“. Marketing Magazine. May 11th, 2011.

Posted by Robin McCrink