Little Chef’s mascot ‘Charlie’ has been given a new outfit and has been robbed of his little platter thanks to Venture Three. Here he is in all his (new) glory:
His neck-tie has been replaced by a modern chef’s shirt and his hat has also taken on a more modern shape. But he still has the same posture and cheery little face.
Here’s the old logo for a comparison (is it just me or is he wearing a onesie here?):
I think this is an example of a good re-branding, as the logo has been updated so that it looks modern, but it is still recognisable as Little Chef for drivers approaching it on the motorway.