Busaba set for rebrand around 20th anniversary

A reworked menu design, logo and team uniform will launch across the chain's 13 London sites from this week, with a colour palate inspired by its dishes and wood interiors.

Design agency Paul Belford worked on the project, with a brief to ‘re-energise the brand while celebrating the past’.

It comes alongside a wider review of the business that will also see changes to site interiors and recipes.

“As a 20-year-old brand with plenty of history, we needed an evolution rather than a revolution,” says Neve Rabbou, Busaba’s marketing director.

“The creative process has rejuvenated the brand, making it fresh and beautiful with a clear personality that is true to what we have always stood for.”

The rebrand will be celebrated in November with a special menu reviving a selection of Busaba’s most popular dishes from the past 20 years, including chilli prawn rice (1999), jungle curry (2006) and crab claw po (2010).

Busaba was launched in Soho in 1999 by restaurateur Alan Yau, who also founded the Wagamama chain.

Paul Belford previously worked on the redesign of YO! when it dropped the ‘sushi’ moniker from its name.