In 2004, Afroditi met Julian Metcalfe, owner of hugely successful food store chain Pret a Manger and one of London’s most innovative entrepreneurs. Julian was immediately impressed with Afroditi’s unconventional approach to design and invited her to conceive his new “baby” brand itsu.
Working obsessively for two months, she came back with a masterplan for a pioneering, low fat Japanese inspired food store. The first store opened in Vogue House, central London and became literally an overnight success. From strategy, corporate identity, retail & graphics to packaging design, website direction and even food styling, Afroditi’s studio was responsible for the creation of one of London’s most loved eateries.
She was appointed Creative Director in 2005. There are currently almost 50 itsu around London.