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Brasserie Süd
Overview

Brasserie Süd and The Counter

Culinary Journeys

In a nutshell

The challenge

The gastronomy company, historically expanding with new, conceptually diverse restaurants under a unified brand, recognizes the limits of its current branding. With two new restaurants joining the portfolio, one of which led by Mitja Birlo, Gault Millau’s Swiss Chef of the Year 2022, the team seeks support to develop fresh, distinct brands.

The solution

In close collaboration with the client, we developed two distinct brands that align with their culinary philosophy while adapting to the unique aspects of their locations at Zurich's newly renovated main station, envisioned to become a hotspot in the city.

Located at the end of the prestigious Bahnhofstrasse, Brasserie Süd is a haven for the cosmopolitan, offering an inviting space where local and global guests can mingle and unwind. Drawing inspiration from the surrounding architectural grandeur and the interior’s contemporary sophistication, we crafted an identity that harmoniously blend classic charm with an international flair.

Inspired by the arcade-like architecture and the railways converging at the central station, our logo typography and super symbol design embody a blend of linearity and softness, mirroring the rounded elegance of the surroundings. Clean-cut and simplistic, both the logo and symbol subtly adorn dishes and selected products, reflecting the classical essence of a brasserie with a refined, modern twist.

The logo, reflecting the honest nature of the culinary concept, possesses a distinct presence that allows it to stand out subtly without being overbearing. In our design approach, the logo is versatile, pairing seamlessly either with the super symbol or with curved, intersecting lines that represent the Brasserie Süd as a meeting point, both in essence and aspiration. In line with the colour palette defined for the interior design by Suter Plus, Bauerschänke's longtime partner, we sought out papers that take up the same nuances for the menus and other printed materials. From bottles over dishes to invites and vouchers, we created a subtle, unified design presence across all restaurant touchpoints.
To capture the cosmopolitan essence of its setting, we created a website where curved, intersecting lines lead users rightward, embodying a distinctive journey of discovery. This site, featuring concise and inviting language, was iteratively developed in close collaboration with the client and realized with an external partner.

Borne out of desire to entice the Zurich food aficionados with new concepts and places to be, Brasserie Süd has been developed by renowned chef Nenad Mlinarevic and gastronomic entrepreneur Valentin Diem together with their tight-knit team. While crafting Brasserie Süd, their keen eye for new ventures led them to create The Counter right next door - a fine dining restaurant led by Mitja Birlo, Gault Millau's Swiss Chef of the Year 2022. Here, along with a select team of culinary and hospitality professionals, he orchestrates exquisite journeys that artfully blend simple and exclusive ingredients.

As a place where guests sit at the counter to experience the culinary creative process firsthand, it became evident that the counter itself should assume a pivotal role in the branding. Its stylized form ultimately evolved into the logo, symbolizing the immersive dining experience.
The minimal, intimate ambiance, with a focus on showcasing the dishes' freshness, is mirrored in the selection of a darker imagery and a deep green color palette for all printed materials. The website follows suit, maintaining a simple and clean-cut design: a one-page layout that captivates visitors with a rotating counter shape set against a backdrop of kitchen marble. A visual representation that embodies the inviting and distinctive atmosphere found at the counter, further heightened by the carefully curated music selections by Mitja.

Website: the-counter.ch

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