The Earl Canteen store is one part of a complete branded experience. Of primary importance is the offering. The philosophy is simple: good quality organic ingredients, simply and interestingly prepared and served. The name derives from “Earl of Sandwich” and the concept was to create restaurant quality meals and serve them between quality breads, effectively filling the gap between a cafe and restaurant.

The architectural response called for a number of simple, basic elements, combined to create an easily recognisable brand that can be rolled out simply and easily and expresses the aspirations of the brand.

The main philosophy behind the store was all aspects needed to be cleanly detailed, simple and unpretentious. Services were to be concealed where possible, and the kitchen had to be open so patrons were part of the experience of food preparation. Earl is positioned in an undercroft space painted entirely in black. This kind of setting is usually problematic for retail/food businesses as they become hidden.

The solution came in the form of light. A series of white bars, internally illuminated with LED, wrap the occupant in a soft warm glow and

provide Earl with a repeatable signifying element in future stores. The
same is true of the Earl Sign, a 1.2m high stack of letters, internally illuminated in Earl’s signature green. Both of these elements ultimately make the interior of the store part of the urban fabric, like a three dimensional shopfront.

The materials palette included five main elements:

-Sealed fibre cement sheet
-Light
-Recycled Camphor Laurel timber
-Earl’s signature signage
-Earl’s signature colour

The palette of finishes is simple and raw, polished compressed cement sheet joinery is combined with a soft grey palette and high tables and benches of recycled Camphor Laurel timber. A black gloss tile sits behind the cooking bank, as if the kitchen is a stage, while hints of Earl’s signature green appear on rear walls and the legs of custom stools.