Upper Crust

Upper Crust is an iconic grab-and-go baguette brand operated by SSP Group, with over 100 locations worldwide, primarily in travel hubs. Founded in 1986, it’s a staple for time-pressed travellers seeking fresh, satisfying food for travellers.

Shaping a concept isn’t just about the food offer or layout. It’s also about redefining how a brand lives through every interaction: how it speaks, feels, and connects with people. SSP aimed to re-concept and rebrand Upper Crust to better serve modern travellers, while refreshing its identity and offer across key locations – starting with London Waterloo, the site of the brand’s original store nearly 40 years ago.

Conceptional served SSP in redefining the concept and delivering a bold, updated brand identity. This to elevate Upper Crust’s customer experience and operational performance in high-traffic environments. Alongside the evolution of the overall concept, our scope was to start with a concept strategy which leads into logo redesign to packaging and a new fresh tone of voice for the brand.