D-CAFFEE-CLUB
Location
RUSSIA
Service
Branding / Packaging / HoReCa
Date
15/01/2015
We create a unique place in an unusual format
HoReCa… Do you know what this still new word means? HoReCa in simple words is a symbiosis of a hotel, a restaurant and a cafe. But in fact, the term combines much more. This is a new business - a direction with which I have been successfully working for a long time. The next project has become very interesting and unusual in its concept. And everything unusual is a huge canvas with a lot of opportunities for the designer.
D - CAFFEE - CLUB - this is not about the usual gatherings in a cafe. The institution is positioning itself in a new format. It offers amazing coffees, delicious dishes, entertainment program and a sea of emotions for guests.
D - CAFFEE - CLUB - quite an alternative institution. During the day you can hold a business meeting with partners, arrange a romantic dinner in the evening or celebrate a birthday with your family, and later hear the performances of young performers of various musical directions.
My task was to make this non-standard spirit of the institution felt in every detail of the design. Already from the street it should be clear that D - CAFFEE - CLUB combines classic comfort and coziness with the rebellious youth character of the institution.
What was done
The work began with brand analysis, identifying strengths, differences from potential competitors, and assessing the potential target audience.
The unique corporate identity was created on the basis of several directions at once. It combines the glamor of nightclubs, the comfort of cozy cafeterias, the convenience and versatility of the best restaurants. It is here that people can spend any time of the day and late evening exactly as they want.
The decor is matched. Soft lines of sofa cushions and images of wild (and not quite) animals are connected. And even the raccoon here is a real pirate. The walls are decorated with paintings inspired by the work of famous street artists such as the legendary Banksy.
And, like this famous creator, in D - CAFFEE - CLUB every detail is part of a single whole, a kind of statement about yourself! Depending on the mood and occasion, here you can feel at home comfortably or find yourself in a daring atmosphere with friends, enjoying musical performances.
The color scheme is absolutely heterogeneous - black and white decor on the walls, a pink panel behind the bar, color images by the sofas, a bright sign at the entrance. Surprisingly, by putting it all together, we got a unique interior of the institution, which can hardly be called only a club, cafe or coffee shop.
Separate work was carried out on the compilation and design of the menu. The menu can be compared to a book (which also became an addition to the interior). Hard cover, illustrations, clear, understandable text without ornate titles and long descriptions.
