Year
2021
Sectors
B2C
Consumption
Service
rebranding
Mövenpick Restaurants
New gloss for the little luxury in everyday life
The Mövenpick restaurant is intertwined with many stories and memories. The restaurant is a popular meeting place where you can enjoy hearty classics such as spicy curry and Zurich beef tenderloin.
But what role does the traditional Mövenpick restaurant brand play in the future of Swiss life? Marché International, the parent company of Mövenpick Schweiz AG, turned to Process Pro for a rebranding that successfully synthesizes the differences between traditional cuisine and modern casual dining.
illustration
The new brand exudes a passion for life, celebratory enjoyment and sensuality. Illustrations by Satoshi Hashimoto of Japan emphasize these positive associations and present its famous Mövenpick classics such as steak tartar and the appetizing Riz Casimir.
color world
Eggplant, raspberry, peach and black are the main colors used in Mövenpick restaurants. They are complemented by other classic colors such as gold and grey, bordeaux and beige.
Typography
Canela Bold, a modern and classic font, is used for all kinds of communication within companies. The combination of the illustration and the slightly slanted text module at the beginning of the word brings a traditional and light feel to the design. Canela Bold is complemented by the sans serif Thesis Sans Semi Light.
Brand Image
The product images convey the tradition and precious culinary craftsmanship of the Mövenpick restaurant. Contrasting images with simple compositions convey the moment of completion of the dish, while emphasizing the freshness of the imagery. The images were created in collaboration with photographer Tina Stürzenberger. In addition, archival photographs and image series are used to tell the story of the different scenes.
The new look creates a sense of openness, simplicity and nostalgia. Here, our guests can enjoy style and a well-deserved break from everyday life.
Fabio Malizia Director and Area Manager, Brasserie Baselstab
