Saying that Union Jacks -a new restaurant by celebrity chef Jaime Oliver- has a beautiful corporate identity is practically an oxymoron, considering their whole concept revolves around the no-brand. British agency The Plant was in charge of the project and the result is an eclectic and vibrant look, that mixes and matches different elements inspired by 70's concert posters. The identity itself lacks of any consistency as far as visual elements go, the variety of it all is what makes it oh so different than what we're used to when it comes to classical branding. From the menus to the beer coasters, every element is different from one another, but all sharing this London's punk look to them. A very bold move that certainly gives the restaurant a special character, a strong personality of its own that speaks of the passion invested in it.