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Portfolio. Identity and design of space for street food corners. Студия брендинга DEZA - создаем и обновляем бренды.
Identity and design of space for street food corners

Identity and design of space for street food corners

As part of the project we had to develop the name, logo and corporate identity of the cafe, as well as space design. Despite seeming simplicity, the task was nontrivial.

Логотип бренда Streat.up - Фото 2

Old dog ― new tricks

The segment of street food is now actively developing people are looking for something that will be tasty, inexpensive, fast, and interesting. That is why the client's team believes that it is hot dogs that soon will experience a new round of popularity

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.

Thus, the concept is based on the contrast of a simple, familiar product and its unusual, almost restaurant serving. The dog is the same, but knows new tricks :)

 

Key Visual для бренда Streat.up - Фото 3

A little bit of backstage:
how the client didn't choose the name

Знаки в айдентике Streat.up - Фото 4

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

Логотип и знак бренда Streat.up - Фото 5

Street signs in the identity

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.

Фирменный паттерн Streat.up - Фото 6
Айдентика Streat.up на носителях - Фото 7
Фирменный паттерн Streat.up - Фото 8

The product concept of the new cafe builds it up from competitors on the market. However, restaurants and cafes sell not only food but also impressions, atmosphere, and culture.

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.

Оформление корнера Streat.up - Фото 9
Фирменный стиль Streat.up на носителях - Фото 10
Creative team
Art-director Irina Shmidt
Brand Strategist Irina Mokrousova
Copywriter Anton Borisov
Designers Ekaterina Starodumova, Margarita Popova
Project Manager Natalia Keil
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191119, St. Petersburg,
61 Marata St., lit. 10Н
 
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