We present the branding of the culinary coworking “Your place” – a project within which you can rent a workplace in a fully equipped professional kitchen. Commercial space can be rented by one cook or a whole team for a period of 1 hour or more. This is a great option for restaurants that are planning to launch in a new area, to work out the menu, for catering, private chefs, as well as those who work in the dark-kitchen format.
The company opened in 2020 and has already managed to open several outlets and receive investments from the Airplane Group, and also thought about a redesign of the brand made on its own. Our task was to redesign the project: to make the brand look more adult, focused on the B2B audience, but to leave room for creativity. The brand should leave the impression of a reliable partner, confidence in the future and future success. A clear understanding that together with “Your place” you can be free from repairs, approvals, cleaning, utilities, maintenance of equipment and other routines.
We have moved away from first-order associations and direct images of the kitchen in the direction of more imagery. So there were additional “points above the ё”, resembling a kitchen stove. The brand gets a new meaning: “Your place” is providing all the culinary needs. Dots can act as an independent element that provides additional visual identification of the company: they can be filled with photos, patterns, be the basis of abstract figures, which can be successfully used in external communication, social networks, a website, etc.
A strict and stable font conveys a sense of solidity and conveys the ambitious character of the brand. The main colour is “culinary black”, the colour of the chef’s jacket; an additional accent colour is orange, a symbol of fire, high temperature, cooking.
We thank the founders of the project, Arthur and Elizabeth Tsykunov for their trust and fruitful cooperation!
- Agency/Creative: None Branding Agency
- Article Title: Branding for Your Place Culinary Coworking by None
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Moscow
- Market Region: Europe
- Project Deliverables: Brand Identity, Brand Strategy, Tone of Voice
- Industry: Food/Beverage
- Keywords: coworking culinary identity
Art Director: Stas Efremov