Brand revitalisation of Vapiano Sweden

Brand and visual identity

When Vapiano came to the Swedish market it was a fresh wind in the restaurant landscape. 10 years later much had changed but not Vapiano. Our mission was to drive sales and push offers while also highlighting the quality of their italian food. With a new design and the brand concept "Open for everyone, every day of the week" we wanted to hightlight their availability and openness. Design-wise it's a balance between hightlighting offers and add on sales while still keeping a contemporary, italian vibe.

My role: Art direction, concept and design
Agency: Humblestorm

Vapiano-typography-1@2x
Vapiano-typography-2@2x

Typography

In total four different typefaces were used. With many variations in weights and styles used, there had to be a clear purpose and useage for every typeface. That way the design can remain calm and inviting while getting an extra dose of personality.

Vapiano-Colors-2@2x

Color scheme

Vapiano-take-away-coffee
Take away bag
Vapiano-menu-mockup-3

Upsells, specials
and simplicity

Our goal was to bring up offers and seasonal dishes, while still giving a sense of fine dining and italian cusine.

Vapiano-trayliner-mockup-2
Vapiano-window-decals-1-2
Vapiano-window-decals-2
Vapiano-window-decals-1-1

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©2018 Fredrik Smedenborn