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We were approached by the founder of Think Eat Drink, an ethical and environmentally aware restaurant consultancy and awards scheme, to produce a memorable identity for the brand. As an organisation with varied activities and plans for expansion they needed a visual system that was flexible and felt well grounded, official and trustworthy but most importantly approachable as the brand has to give strong advice which may not always be positive so a friendly interface was key. We noticed that Think, Eat, Drink was often being abbreviated to T.E.D when written in third party material and internally within the company and was also being referred to simply as Ted. We commissioned the fantastic illustrator Yann Le Bec to draft some possibilities for a character called ‘Ted’ who would act as a spokesperson for the brand and become a living identity, dynamically presenting the brand across all print and digital media and softening any seriousness in the communications. Ted could be anywhere, at any size, interacting with anything and against any colour whilst still being a strong recognisable logo. Ted is the original maître d’(og).