Bigger, bolder, louder — and just getting started.

8 May 2025: Yolk — the quality sandwich and coffee brand, on a mission to save Londoners from sad lunches — has today revealed its bold new brand identity, bringing fresh energy to its growing portfolio of London stores. As of now, customers will see a revamped menu, vibrant new branding, wall art with bite, and a more energetic in-store experience — all designed to grab attention, spark joy, and make Yolk impossible to ignore.

The rebrand lands alongside the opening of Yolk’s 10th store in Holborn in mid-May — a milestone moment that signals Yolk’s next chapter of expansion across Central London and beyond.

Brand refresh: made to stand out

Since launching as a pop-up in 2014, Yolk has built a loyal following by delivering seriously good food without the serious demeanour. But customer research showed that many Londoners still didn’t fully understand what Yolk stood for. As the business gears up for growth, fuelled by £650,000 of fresh investment in late 2024, a bolder, sharper brand identity was needed to match the ambition.

Rolling out from 29th April, the refreshed brand — with its vibrant colour palette, playful typography, and cheeky new tagline “Good Bites Only” — will be seen everywhere: from menus to social media to packaging. It’s all designed to showcase Yolk’s next-level sandwiches and high-quality menu in a way that’s as exciting and flavourful as the food itself.  

With “Serious Sandwiches” as its rallying cry, Yolk is setting out to be the capital’s go-to destination for flavour-packed breakfasts & lunches that lift your day, giving you a ‘Yolk yes!’ moment to force you out of autopilot. In a crowded market of tired legacy players and ultra-functional healthy chains, Yolk’s fresh take — playful, punchy, and unashamedly joyful — carves out a clear and distinctive space. This is unserious food at its very best.

New Holborn store: open kitchens, open energy

Yolk’s Holborn opening mid-May brings the brand refresh to life in full technicolour. The new layout moves the kitchen front and centre, letting customers see the freshness and care behind every sandwich and coffee. It’s not just a new store — it’s a new stage for Yolk’s food and energy to shine.

The Holborn site kicks off the next phase of Yolk’s expansion, with more Central London stores planned for 2025, and a move into key London neighbourhoods from 2026 onwards.

Nick Philpot, founder of Yolk, comments: “I founded Yolk as a pop-up in 2014, but it was our first big brand project in 2017 that really kicked things off. That black-and-gold identity was the springboard: a crazy-successful shipping container pop-up, then our first bricks-and-mortar location, and eight more sites after that. We’ve seen the power of brand to fuel growth.

“Eight years on, it’s time to evolve again. We’ve grown into something bigger, bolder, better – and needed an identity to match. Yolk is about saving Londoners from joyless meals — one bite at a time — and serving up the best sandwiches in the capital while we’re at it. Every dish we sell is made fresh, from scratch, in-house. No central kitchens, no shortcuts, no compromise.

“This refresh is Yolk, turned all the way up. A brand as bold, fun and flavour-first as the food we serve. Yolk yes!”