Ethos is a contemporary, fast-casual concept offering a selection of healthy, meat-free food to the high street. It is located in the heart of central London, a stone’s throw from Oxford Circus station.

I-AM worked with entrepreneur Jessica Kruger to bring the Ethos concept to life, creating a chic and premium space, based around the ideas of quality and abundance. Designed with the customer at its heart, the interiors and lay out have been carefully crafted to optimise customer flow and to provide a dynamic environment in which to dine. Rather than serving the food in the standard self-service buffet configuration, it is served on circular counters to give the idea of abundance, as you would find a ‘fruit in the forest’. The design elevates the dishes and tempts customers to try them all.

The interior is highlighted by touches of blues, golds and silvers, against a neutral palette, making for a discrete, yet luxurious atmosphere. Birch trees make for a striking feature in the design, with over 4m high trees standing majestically and delivering a natural and organic element. The result is a stunning and unique restaurant brand, which attracts meat and non-meat eaters alike.