Team:
Architect Anna Domovesova - interior design
Boris Aleksandrov is the creative director of the Brandon agency.
Dmitry Panasyuk - copywriter
Pavel Panfilov - Account Manager
Alexander Osipenko - illustrator
Olga Novikova - designer, illustrator
Elena Parkhisenko - designer
Anton Storozhev - designer
Nikolay Mikhov - visualization
We publish a description of the authors of the project.
about the project
Client
New generation fast food restaurant. The cuisine is focused on simple and original food made from local, seasonal products.
A task
The agency was given a complex task: in addition to the name, logo and corporate identity, it was necessary to develop the interior design of the restaurant. We focused on the close-knit work of the creative team with the project architect Anna Domovesova. We started working at the same time, analyzing and adjusting to each other, checking with the general course as a whole. Such an integrated approach gave us the opportunity to get something whole as a result, where branding does not argue with the interior, but, on the contrary, is its integral part - all the details are connected, complement and emphasize each other.
Name
The name of the future restaurant was supposed to express its spirit, while it was important not to slip into a vegetarian and farm theme - it should be simple and understandable. After several portions of options, the name was chosen - Simple. The strength of this “name” is in its simplicity (simple in translation from English means “simple”, “simple”), but this simplicity is reinforced by the attitude: a friendly brand with a human face that communicates with people in a simple and understandable language.
Passport of standards
For the Simple brand. a guideline was developed that includes a set of standards and recommendations for the application of the basic elements of corporate identity: logo, corporate colors, fonts and patterns.
Pictograms
We have developed pictograms that carried a specific function in the interior: they became accent points that help visitors not to get confused in space, but to consistently move from one part of the room to another without interfering with each other.
Posters
Posters are a kind of "food for the eyes" of visitors - a subject of study and interaction with guests. We decided to tell one big story that runs through all five posters. In a comic form, it tells how complex turns out of simple - how to get a complex dish from basic products. Each stage is supported by detailed comments from which, for example, you can learn the recipe for making a speaking dough or get to know the languid cow Agnes.
Architectural solution
The premises for the restaurant were chosen in the historic center of the city - in an old brick house. Initially, the main hall did not enter the building spot and was a passage from the street into the courtyard, which explains its unusual elongated shape. The hall is 16 m long and only 2.7 m wide. The task of making this room as comfortable and functional as possible was not an easy one, so we began to work on a functional diagram, trying to turn disadvantages into advantages. Due to the fact that the restaurant is partially self-service, a potential client must go through certain stages before being able to eat. We relied on a combination of the elongated shape of the first hall with simple and clear navigation in the form of pictograms-tips.
Details of
The restaurant's message “Keep it simple - eat easier” involves the use of local fresh products that do not need preliminary heat treatment (freezing, preservation, etc.), but at the same time, the combination of these products is bold and unusual. We used natural colors and materials (wood, plywood, craft paper, etc.) as basic elements, trying to preserve their natural texture. In order to emphasize the unusualness, we decided to rethink some of the interior details - to look at familiar, unpretentious objects from a different angle. So we got: a doorknob from a shovel, hooks for outerwear from a rake, a menu for drinks from rolling pins, concrete lamps from old plastic bottles, and more.
Restroom
The bathroom is a little out of the general concept. Unlike other rooms where everything is simple, here … not everything is so simple. This is a place to retire, relax and unleash the unconscious. It is not surprising that here the visitor is met by Sigmund Freud himself, offering to sit down.
Awards
Interior of the Year 2014 - Silver
ADC * UA Awards 2014 - bronze
Restaurant address
St. Saksaganskogo 102, Kiev, Ukraine
