Zemono + selection Tomaž Kavčič is the brand of one of the most recognizable chefs in Slovenia, the holder of a Michelin star and one of the 100 best chefs in the world. Tomaž Kavčič often proved to be a pioneer and initiator of revolutions in many areas of hospitality or personal presence, but never for a single brand.

In the name and image is everything the maestro wanted to say and communicate and the promise of a transparent, premium and fair brand.

The image is formed by inscriptions, numbers, a signature and an icon – especially the icon, which defines the life and work of Tomaž Kavčič with a multi-level symbolic meaning. In the icon, one can find many meanings, descending from the external ground plan of Zemono (two squares, a shot of the roof) to the ground floor of the mansion, drawing corner rooms and central corridors, to which it adds an arched recognizable exterior.

The icon is a table with 12 or 4 chairs, larger or smaller. Two squares symbolically indicate a protected space, safe from the rest of the world, and four hearts are 4 generations of Kavčič family, dedicated to hospitality.

The icon flirts with Suprematism, with Malevich’s Square and the Cross, but not only in form, but above all because of the parallels between the artistic direction and Tomaž’s culinary approach. Both approaches are defined by the use of the basic (forms, ingredients), which awaken interpretations, memories, and come to life in the viewer or eater.

Malevich is one of the most recognizable Russians in the West, he is a kind of ambassador of Slavic art, just like the honorary consul Tomaž Kavčič. If one is a representative of art, it is another country, but the representation of this Russian Suprematist in the logo is not only a parallel to diplomacy, but also a flirtation with Serbia and the Balkans, which will be represented in the Zemono + line.

We created a corporate image for Zemono +, prepared packaging, organised a press conference and a website (at www.zemonoplus.si), which will be launched in January 2021. Zemono +, working with and for the client, best reflects the multilevel and interdisciplinary approach of the bureau Klun Komunikacije.