Opinion by Richard Baird Posted 31 October 2012
Spirit is a restaurant located on Rotterdam’s Mariniersweg street that sells fresh, organic and vegetarian foods throughout the day. The restaurant’s visual identity, designed by Studio Beige, neatly juxtaposes the formality and geometric qualities of an uppercase Brandon Grotesque typographical choice with traditional underlines, alongside finer, organic and hand rendered illustrative detail executed across a colour palette and uncoated substrate selection, that like the illustrations, add a crafted sensibility. This is cut through by the professionalism and good quality associated with the kitchen whites of a chef but tempered slightly by a conversational tone of voice. It is a smart contrast that delivers a sense of high quality and creativity to a growing but still niche sector often perceived as bland but wholesome.
“Restaurant Spirit, our favorite vegetarian restaurant in Rotterdam, has in recent months had a facelift. In collaboration with Susan Bijl we have collaborated on the interior, the design and concept [based around the theme of ] Good Food Tastes Better. This has been implemented in both the restaurant, and online communication. The result: an international character, clear identity and an influx of new and younger fans.” – Studio Beige