HAZ Restaurant Design

A Thoroughly Modern Mediterranean


Brand Positioning and Proposition
Brand Identity
Brand Communication
Branded Environment and Interior Design
Web Design


Sales Uplift
After Reopening

Best London Restaurant


Locations Rolled Out

The challenge

To elevate a well loved casual dining restaurant to a more premium experience.

We embarked on a total transformation of the brand and dining experience for the established restaurant group, Haz. Working closely with the ambitious and open-minded client team, we developed a new concept for the Haz brand and interior that is being rolled out and adapted across all locations, following the successful relaunch of the award-winning flag ship.

The big idea

Bring to life the richness, strength and confidence of the HAZ brand, balanced by the sweetness and personal care afforded to all of their guests.

A Contemporary Experience

We refined their brand identity and experience offering, evaluating everything from their logo design, website, colour palette and interior architecture. In conjunction with brand and visual development, a new contemporary menu was developed alongside leading chef Niall Davidson.

Dedication to Hospitality

Haz takes great satisfaction in seeing returning customers enjoying their experience time and again. The brand essence is defined by the principle of ‘sharing great food, in great company’ and a consistent service culture underlined by the ethos ‘it’s our pleasure’. The brand experience needed to embody HAZ’s vibrant, generous, and sociable nature.

I-AM really helped us breathe new life into the HAZ restaurant group, the contemporary environment appeals to our clientele whilst also maintaining the essence of our brand.

Zafer Cicek, Founding Partner at Haz

Elevated Interior Design

Our new material palette comprises of sophisticated burnt-cocoa tones, sweet creams and highlights of coral, a metaphor for the bold spirit and distinguished elegance of HAZ. The feature ceiling has an undulating design, reflecting the ripples of a fresh coffee. Vibrant pops of colour bring energy to the restaurant, inspired by the burning embers of the coal fires theatrically burning in the open kitchen.

Rollout - Adaptation of Concept

The main objective was to create a visual identity and customer experience that communicated the HAZ brand essence. In the long term, the goal was to design a concept that could be rolled out to future sites. To achieve this, we worked on a holistic approach, which involved crafting the identity of HAZ across various Customer Journey touch-points for the varying restaurant formats within the group.

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