Chozen – Excel

Chozen – Excel

Chozen offer excellent Asian cuisine, specialising in hot noodle and rice dishes, as well as udon and sushi. Since their beginnings in service station locations, Chozen have recently developed a new site at the Excel Centre in London.
The Excel site has been doubled in size. As an exhibition and conference hall complex a lot of the customers will be visiting the unit for the first time, and will have very different demographics according to the event they are attending. In order to attract as many customers as possible we have designed a unit that makes a big signage statement and gives a gentle nod to the brand’s Asian roots.


The first sign is an origami-style sign that moves from the fascia and folds down the left hand side of the unit. The second addition is a large noodle box / lantern style, internally-lit sign that projects from the unit at a higher level. This was designed to attract customers from further away. We are really happy with how this project turned out, and they are doing great business at the site.

The design of the Excel unit differs from the Cobham services greatly, this is due to the nature of the site and how it needs to perform. With these kiosk style sites signage is key and operation is also important to understand. The excel site can get very busy over the lunch hours and so managing queues and dealing with customers quickly is at the heart of a lot of the decision making.