Vapiano Sweden / Humblestorm
My role: Art directon, concept, design
When Vapiano came to the Swedish market it was a fresh wind in the restaurant landscape. 10 years later much had changed, but Vapiano had stayed the same. Our mission was to drive sales and push offerings while also highlighting the quality of their food and the piazza atmoshpere. 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.
To capture the diverse italian piazza 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 could remain accessible and inviting while giving it an extra dose of personality and life.
Our goal was to bring up offers and seasonal dishes, while still giving a sense of fine dining and italian cusine.
A selection of units used in social media, out of home advertising and such.
©2021 Fredrik Smedenborn