ProvenDough Deli + Bar is a modern casual eatery and a key feature of hub by Premier Inn, the new urban hotel brand from Whitbread.

What we did

IM London was asked to design an identity for ProvenDough that would complement the hub by Premier Inn brand whilst creating a distinct look and personality for the deli and bar itself.


We started by exploring a range of font combinations before settling on a playful handwritten font which we incorporated into the logo, following that up with an adaptable set of icons to reflect the casual dining style of the concept.


Inspired by the focus on provenance and fresh ingredients, we created a number of key brand messages which were combined with our typographic style into a unique ProvenDough pattern and applied to a range of bespoke packaging, also designed by IM London.


The fresh look and feel of the brand was rolled out across menus, internal and external signage and wall graphics in addition to contemporary style uniforms for the team where brand flair was added into details such as button trim, cuffs and Converse lime green shoes.

Menus and Signage

IM provided design solutions for the feature menuboard and menus as well as, internal and external signage and wall graphics on-site.


ProvenDough Deli + Bar was launched in Covent Garden in December 2014 and is set for a city centre roll out as part of hub by Premier Inn.

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