About
Client: Fast-food restaurant of a new generation.
Kitchen is focused on simple and original food from local, seasonal ingredients.
Kitchen is focused on simple and original food from local, seasonal ingredients.
Challenge: The task was complex: in addition to the name, logo and corporate
identity we had to developan interior design.
We focused on a close-knit team working with the architect Anna Alexandrova. We started at the same time,
analyzing, checking and adjusting to each other’s steps and global course in general. This approach gave
us an opportunity to get an integral product, where all details sustain and complement each other.
Naming
The name of the restaurant had to express its spirit and to be up-to-date: it was important not to get into farm
and vegetarian themes. After sereral variations, the name "simple." was approved. The power of this name
is in its simplicity which is supported by the attitude of a friendly brand with a human face and communications.
Guideline
There was a thick guideline developed for Simple restaurant. It includes not just common standards for logo,
colors, fonts and pattern application, but many more. We developed few sets of icons, illustrations, the detailed
describtion on communication usage, game sets, stickers, few types of menu and many more.
Posters
Posters are the food for guest's eyes - the subject of study and interaction. We decided to tell a great story
that goes as a cross-cutting theme through all posters. Its a story about how something simple turns complex,
it focuses on the main idea of the restaurant: making interesting and tasty dishes out of basic/local products.
Each poster is supported by a detailed commentary that can tell you, for example,
about languorous cow Agnessa, or how to make dough that will speak.
The interior design solution
The location for the restaurant was picked in a central part of Kiev, in one of the old brick buildings. Years
ago the compartment for the main hall used to be a passage from the street to the courtyard, which caused
its unusual very narrow shape. This hall was 16 meters lengthwise and 2.7 meters crosswise, so the task
to make this space comfortable and useful was quite tough.
We worked on functional scheme and tried to turn flaws into benefits. Since the restaurant was aiming
for partial self-service, the customer was supposed to go through certain steps to put together the meal. We staked
on the shape of the main hall together with simple and easily understandable navigation, or rather leading icons.
First hall
Cashout area
Second hall
Details
The idea of the restaurant is "be simple, eat simple", it implies cooking from local, fresh, not preserved products,
but in unusual combinations. For this reason we used natural colors and simple materials like wood, plywood,
craft paper, etc. without complicated refinement. We also decided to look at usual details from a different point
of view. That's how we got a shovel as a door-handle, rakes as coat hooks, rolling pins as a menu for drinks,
concrete lamps made of recycled plastic bottles and so on. We honestly bought all that at the market
and adjusted in the interior :)
The menu made of rolling pins and a door handle made of shovel.
Some identity shot in a restaurant.
Few sets of table games.
WC
The water closet is a bit out of the main idea. Unlike other rooms where everything is simple, this place
is ...not that simple. It's a room to relax, calm down and let unconscious out... No wonder that the visitor
is met by Sigmund Freud that kindly offers to take a seat.
Well, as you see, we did enjoy working on this project. Hope you enjoyed watching it :)
Thanks for your attention!
Project team:
Anna Alexandrova – interior design
Boris Alexandrov - creative director
Dimitry Panasjuk - copywriter
Pavel Panfilov - account manager
Pavel Panfilov - account manager
Alexandr Osipenko - illustrator
Olga Novikova - designer, illustrator
Elena Parhisenko - designer
Anton Storozhev - designer
Nikolay Mihov – visualization
Photographers:
Andrey Shalimov
Yana Korobenko
Please note: the original post of Simple restaurant project was changed due to the discovered fact that on a stage
of embodying our project into real life the purchased chairs turned out to be replicas of Mattiazzi’s Radice model.
As we respect the rights of the original chair’s designer and the brand that produces those, we made a replacement
of all photos that showed them.
