Toast Office
Branding | Roll Out | StrategyQueues around the block, 50k+ social followers and many, many cheese pull photos.
Continue Reading +Initially established as a pop-up, it launched into its own premises and became a self-sufficient fixture in Belfast’s iconic Cathedral Quarter, re-installing footfall and vibrance to the area of Belfast arguably worst affected by the global pandemic. The concept’s identity and traction added a unique voice to the casual dining scene in Northern Ireland. Returning to you in 2025 - watch this space.
The Story
The Toast Office started as a hatch in the wall at Hill Street. Offering grilled sandwiches during covid, 2020.
The Hatch
The Toastie
GRILLED CHEESE SANDWICH WORTH QUEUING FOR
It quickly became a phenomenon, drawing crowds from all over eager to be part of the excitement. The buzz caught the attention of Condé Nast Traveller, while its striking design earned prestigious accolades, including the IDI Award for Exhibition, Pop-Up, and Set Design and the Restaurant & Bar Design Award for Visual Identity.
BRAND IDENTITY
The sans serif typography employed was inspired by vintage postage stamps and was designed to feel familiar, tactile and nostalgic. The stamp-like quality of the typemark allows for fluid integration to various applications across menus, packaging and signage.
The Toast Man
Illustrations are character-driven, with the Toast Man creating a recognisable and fun reference applied across the brand’s collateral and digital communications.
The well-known illustration, is based off Hill street’s very own postman, Danny, who’s infectious character brings a smile to all.
KIOSK DESIGN
The bespoke kiosk, designed by Belfast architect Mark Todd, was inspired by Wes Anderson’s Grand Budapest Hotel. This Kiosk became a permanent installation in the Dark Horse
Coming Soon
Don’t walk, run – you won’t have to wait too long to get your hands on one of these toasties – coming soon, 2025.
Project Credits
Ryan Crown
Simon Worthington McQueen
Rachel Cunning
Kate Tracey
Nia McVicker
Adam Bell
© Copyright Crown Creative 2026 | All rights reserved
