Date: December 19, 2016
Created by: Claire Mulreany

Catersales Rebrands Assenheims for New Smithfield Site

South American restaurant, Assenheims, is a given a complete rebrand and shop fit-out for their brand new site in Smithfield, Central London, due to open early 2017.

Catersales recently completed the rebrand and fit-out for Assenheims56’s new site based in Smithfield, Central London. The South American restaurant was keen to adapt their branding to appeal to business professionals whilst retaining elements to hold on to its existing brand image.

Assenheims’ new brand and restaurant design plays on the heritage of South America through striking artwork and a selection of warm earthy materials.

The Rebrand

Catersales revamped Assenheim’s existing branding by opting for a mature serif logotype combined with a handcrafted ‘chicken’ icon. The restaurant’s iconic green shade has taken a more faded and slightly muted look to sit within the vintage scheme.


To highlight some of Assenheims most popular dishes, Catersales designed a quirky table graphic inspired by vintage train tickets. The graphic features the names of dishes in a selection of old-fashioned typefaces paired with vibrant colour combinations.

Two huge wall graphics have also been designed to evoke personality within the bar and kitchen areas. A huge pastel typography collage – consisting of menu items – stretches the length of the kitchen wall whilst a street scape graphic cleverly supports the sophisticated design of the bar’s shelving unit.

As if this wasn’t enough, Catersales contracted a professional artist to hand-paint a 7-metre long wall mural. The mural – inspired by wildlife, landmarks and people of South America – sits as a centrepiece within the main dining area. Assenheim’s director, Matthew Ashley, describes the move as ‘a touch of genius’.

The Interior Design

Assenheim’s new Smithfield site features a large dining space, an open-view kitchen and an attractive bar design to accommodate for daytime and evening trade. The interior design utilises a mixture of South American-inspired materials from warm woods and forest gloss tiles to beautifully patterned vinyl flooring. Fruity plum and olive-like fabrics highlight the abundance of bench and communal seating with a 4-panel custom ceiling display overlooking the centre of the restaurant floor.

Assenheims Smithfield is due to open early 2017. Stay up-to-date by following @assenheims56 & @catersales

By Dawood Pathan

For advice on your restaurant or coffee shop design, contact Catersales at or call 020 8684 6500