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Facility's uniqueness is based on its product concept. Here hot dogs will be cooked according to author's recipes, from natural and fresh ingredients. The menu includes both classical positions with sausages and usual sauces, and brand-chef's hot dogs with meat or fish loin and other unusual tastes.
When working with small businesses, we combine creative development and an educational component. After the first meeting, the client's team received homework and, based on its results, recommendations from the brand-strategist.
Usually this format of work helps small companies to formulate correctly the benefits and values of the brand, clearly describe the nature of the brand, verbalize its essence. This time the client's team also realized that they wanted us to get options for the name of the institution (although the working title of the project already had).
We have developed more than 10 names, two of which have become real favorites for all those involved in the project. But in the end the client's team decided to launch the cafe under the working name — Streat.up. It does not refer to the main product in the menu, but rather to the whole institution: Streat.up is more than just street food.
This happens when a customer is almost sure of his name but wants to try out other options to make sure it is 100% appropriate
To synchronize the vision of the future of the brand for several people, we applied visual testing technology. This not only saves time, but also sets the right vector for graphic developments.
Inspired by the photos of western eateries and walking the streets of London and New York (the glory of Google Maps), we reflected the street theme in the identic by reference to the urban navigation ― street signs and road signs.
The main element ― the logo ― looks like a tablet with the street name. Regular pattern consists of icons with thematic texts. It looks like a map, which as if shows us the view of the city from above.
The corporate identity looks great on different media: aprons, T-shirts, menus, playmates, stickers to brand the package, on the sign and in the interior.
In our future corner cooks cook and communicate with their guests at the same time, and in the line meet and mix people from different backgrounds and cultures. The identity represents not only this mix of cultures. Elements of visual culture of the streets ― plates, signs, and signs ― create a recognizable image and convey the atmosphere of a street place.