21 grams Urban Bistro

Authentic tradition, genuine connection: 21 grams

Key points:

• Burek-inspired pattern representation
• Consistent black and white identity
• Traditional-modern graphic language
• Detailed design guideline used
• Authentic, genuine, and heritage feeling

Our process:

The branding and design for 21 grams was created to reflect the bistro’s commitment to authenticity and cultural heritage. The design was inspired by the traditional Balkan pastry called Burek.

The logo for the restaurant features a bold black and white brushstroke pattern, representing the authenticity of the pastry and cultural heritage of the Balkan Peninsula. The pattern was transformed from the traditional pastry, Burek and it adds a sense of tradition and genuineness, which is central to the restaurant’s brand.

All the packaging and take-away containers are designed with the same brushstroke pattern, creating consistency and a strong visual identity that is immediately recognizable and helps to communicate the restaurant’s unique focus on Balkan soul food. The color scheme used on the packaging is black and white, this creates a modern and elegant look.

For the graphic language, 21 grams used traditional typography, with a modern touch and this helped to bring a unique yet consistent look and feel to all the elements of the branding, from the menu to the website, and the storefront signs.

To ensure consistency in the branding, 21 grams created a detailed branding guideline that includes specifications for colors, typography, imagery, and graphic elements. This guideline is used by all team members to ensure that all materials, from marketing materials to in-store signage, are consistent with the overall branding and design of the restaurant.

How does this branding aim for the heart?

The branding approach that 21 grams uses is important for a human experience because it helps to create a sense of connection and authenticity between the restaurant and its customers. By incorporating traditional Balkan design elements, such as the Burek-inspired pattern, into the logo and packaging, the restaurant is able to communicate its commitment to preserving the unique flavors and traditions of the Balkan heritage through its food. This helps to create a sense of familiarity and warmth for customers who may have a personal connection to the culture or cuisine. Additionally, by using a consistent black and white color palette and incorporating traditional typography with modern elements in the graphic language, the restaurant is able to create a unique and cohesive visual identity that sets it apart from other neighborhood bistros. Furthermore, the use of detailed guidelines helps to ensure consistency in the branding which leads to creating a memorable experience for the customers. Overall, this branding approach helps to create a truly authentic and immersive dining experience for customers and to make them feel a sense of connection to the culture, cuisine, and traditions of the Balkan Peninsula.