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Daniela Schmalfeld

VIC 312 2011/12 Business of Design, Project III

GERMAN RESTAURANT Corporate Identity for »WÜRSTCHEN«


brief Group & individual

Background We are looking to open a new German style restaurant in Belfast called “Würstchen” Which means “cute little sausage”. Our target market will be students, young professionals and any open-minded people that are interested in German culture and want to experience a new type of food. Project Brief The restaurant aims to provide the customers with a German themed deli. This will include customers picking their choice of German breads, sausages and fillings. We also are looking to serve traditional German beer so customers can truly experience the German culture. The restaurant will be located in the area of Botanic Avenue. This is a popular lunchtime area for students. The restaurant will be open from 11-10pm. We need you to brand the restaurant and create a new and interesting way of attracting customers. Think new and fresh. We want the style of our restaurant to be modern and welcoming so try keep that in mind throughout your designs. Please try to avoid using clichés relating to Germany.

Jonathan Mirza Daniela Schmalfeld Catherine Trainor Sharon Magowan


Strategy: Actually I had suggested the project title ‘German Restaurant’ just for fun. I am not patriotic at all and not particularly keen on spending my semester abroad doing german stuff. But the group liked that idea and appreciated the opportunity to start something entirely from scratch. The whole concept of that restaurant is new because there are not many german restaurants outside of germany and those in the country are adressing a completely different target audience, more conservative and traditional. However I found it difficult to get the idea of a concept because I don’t really know how Germany is regarded and what people here would expect a german restaurant to look like. But contrary to my expectations I found out that ‘germanism’ is kind of cool. Yogenfrüz sell frozen yogurt emphasizing the german letter Ü (although frozen yoghurt is something really exotic in germany), Alpecin sell ‘german engineering for your hair’ and VW even use their german slogan here ‘Das Auto’. So I got a little more confidence in doing something based on german culture. In the initial brief it said our design should make a difference. I intended to make a difference in the way Germany is regarded: Instead of cold, efficient and unfriendly I wanted to create a space of comfort and german ‘Gemütlichkeit’ and make myself a little more comfortable with my own cultural heritage. Type: I use the great Futura font family by Paul Renner from 1927. To me it perfectly represents the good things about Germany as it is geometrical and straight, a bit frosty and stubborn on the first sight, but it is very well thought through and just has a lot of character and uniqueness. It is frenquently used in german graphic design and famous brands such as Nivea. I know that using it might remind people of a particular swedish furniture manufacturer. I don’t mind. They switched to Verdana, I am not going to. Fonts have always been used before, like colors. Helvetica always makes me think about Marks & Spencer, but that’s not a reason what for all Designers to abandon it? It’s not Paul Renners fault.


Interior & Wallpaper 1 gingerbread heart 2 cuckoo clock 3 ale-bench 4 popular GDR design egg cup 5 Little man made out of plums 6 garden gnome 7 GDR design toy car 8 advent calendar 9 advent wreath

1

3

2

7

5 4

6

9 8


Pattern: The two patterns used are not heraldic. It wanted to avoid patriotic symbolism. The Oak is a symbol for german culture in the sense of literacy. It might be for germany what the shamrock is for

Ireland but it is not as frequently used. The red pattern is universally understood as a fabric pattern that you would see in rural gastronomy. It is popular in Germany.


Logo scetches

»Würstchen« The German Restaurant in Belfast


WĂœRSTCHEN

originial german Cuisine


Logo Final Decision


original german cuisine

original german cuisine Logo: After some initial scetches I decided to modernise an old german fraktur and make it a bit more playful and less conservative. Even though I am happy with my ‘W’ for Würstchen I had to admit that it was not suitable for a young, fresh, trendy and studenty audience. So I got back to one of my first little scetches and made an Ü - sausage that looks a bit like a smiley.


Food Illustrations

Illustration Style: As the Typeface I chose is very cool, my intention instead was to make a homely design, I decided to illustrate the food by hand. I found it important to actually show the sausages, because costumers might have never heard of them. I find it a good way to underline the friendliness and also the handmade quality of the food.


Big Menu Board for the wall behind the counter

CHOOSE ONE (MEDIUM PLATE) OR TWO (LARGE PLATE) SAUSAGE(S) ...

ONE GARNISH ...

1/

THÜRINGER BRATWURST

7/

2/

BAYRISCHE WEIßWURST

3/

4/

KARTOFFELKLÖßE Potato Dumplings

8/

SEMMELKNÖDEL Dumplings made of Bread Crums; with or without Bacon

9/

BREZE Pretzel

3 FRÄNKISCHE BRATWÜRSTCHEN (Large Plate:5)

FRANKFURTER WÜRSTCHEN

5/

BERLINER CURRYWURST

6/

EXTRAWURST Vegetarian Tofu-Sausage

Type: I use the great Futura font family by Paul Renner from 1927. To me it perfectly represents the good things about Germany as it is geometrical and straight, a bit frosty and stubborn on the first sight, but it is very well thought through and just has a lot of character and uniqueness. It is frenquently used in german graphic design and famous brands such as Nivea.

10/ KARTOFFELSALAT Potato Salad with Egg , Parsley and Pickles

MEDIUM PLATE LARGE PLATE £ I know that using it might remind people of a particular swedish furniture manufacturer. I don’t mind. They switched to Verdana, I am not going to. Fonts have always been used before, like colors. (Helvetica always makes me think about Marks & Spencer, but what if all Designers had to abandon it?) It’s not Paul Renners fault.


.

& ONE TOPPING.

11/

BLAUKRAUT Red Cabbage

12/

SAUERKRAUT Sourcrout

13/ WAS GESUNDES Green Salad, Tomatos, Cucumber

14/

£ 4.50 5.50

SÜßER SENF Homemade Sweet Mustard

G TEN APPETIT!


signposts Toiletts and examples for any costumer information


CHEF WANTED! If you’re curious about a fresh, exotic type of food, weather you’re an experienced chef or a greenhorn, we might have a job for you. Our young team is looking for a CHEF (f/m) and two kitchen ASSISTANCES (f/m) to join us serving german food in a lovely new restaurant launched in april 2012 in Botanic Avenue, Belfast. Interested? Then call Daniela (+44 07398077466 ) or write an email to OFFICE@WURSTCHEN.CO.UK and see if you’re qualified. Can’t wait to meet you!

ORIGINAL GERMAN CUISINE

PLEASE RECYLE!

WE GERMANS LIKE TO HAVE EVERYTHING ASSORTED. PLEASE TAKE THE TIME TO SEPERATE YOUR RUBBISH:

BOTTLES PAPER METALS PLASTICS


packaging

PPE G TEN A NAME

PPETIT! A N E T G NAME

TIT!


LOYALTY CARD

Colors: The logo comes in a sausage-brown combined with black type. But when there is the red and white pattern in the backround, logo and type change into a forest green (there are many forests in germany). That is because the sausagebrown does not match the bright red and I absolutely wanted to avoid the black-red-white combination. Most people would’t think of anything evil, but I just don’t want to see it in this context.

87 Botanic Avenue, Belfast Tel: +44 07398077466

WE GIVE YOU EVERY 11 TH SAUSAGE PLATE FOR FREE


website

Language Style: I chose not to translate everything into english but to name the products German and explain them in English. That’s because most sorts of sausageges just can’t be translated except with ‘sausage’ and it makes it more authentic anyway to read a foreign language even if you don’t know how to pronounce it (that’s what the numbers on the menu are for).

Some things like ‘Guten Appetit’ the costumers might know and if they don’t they don’t miss much. Every text is supposed to be written in a very friendly and close we-care-about-you style, emphasizing the ‘we’, the germans and the ‘you’, our friend.


advertising example for a special offer in autumn, A3


poster for the opening, A2


! T I E K H C I L T M GE TO E M O C L WE

OPENING IN APRIL 2012

ORIGINAL GERMAN CUISINE Curious about german cuisine and culture? Interested in high quality sausages made in Germany? Or german and a little homesick? In April 2012 we will open WĂœRSTCHEN , the first german restaurant in Belfast.

87 BOTANIC AVENUE

We serve original and imported sausages together with side dishes that are coocked after traditional recepies and made from local ingrediens here in Northern Ireland. Enjoy our wide range of organic dishes and of course our delicious vegetarian option: Our homemade EXTRAWURST . And the best thing: Students eat for less, because our sausages are pure fuel for your brain!

RT Y ! A P G N I E WA R M

TH A P R I L 6 , FRIDAY ,

HOUS

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C.I. for German Restaurant