Ed’s Easy Diner

Founded in 1987, as a family business in the heart of London’s Soho district, Ed’s Easy Diner is a fun 50’s American diner experience.

As a name little known outside the M25, Ed’s needed to re-focus its brand to reflect its origins, while taking into account the practicalities of rolling out the concept.

Working with the client’s interior designer Dover Design, we re-drew Ed’s wall slogans, which were a part of their unique character. We addressed all the touch points throughout the diner, redesigning the Peggy Sue welcome totem, wall graphics, menus, employment engagements and promotions. This was also a springboard for developing Ed’s own merchandise.

Arra Design also looked at extending the brand for ‘Dinerette’ and ‘Shakes’ kiosks.

The result is an invigorated brand that has been rolled-out throughout the UK. The fun appeal has built a desirable Ed’s club following of over 800,000 customers, who are regularly updated with offers.