Pearlfisher has developed a design for the "fast-casual" chain that communicates both the product and the environmental message.

Creative director Natalie Chung said: "We have deliberately kept the design simple, clean and modern. Bold but recognisably 'foodie' colours clearly show the choices available."

Otarian already has restaurants in New York and the London opening is scheduled for tomorrow.

Founder Radhika Oswal said the firm was built on the principles of sustainability and vegetarianism.

"We are delighted with the design that Pearlfisher has created for us – it heroes our delicious food while also ensuring that the key environmental messages are communicated clearly."