Solid Identities realizes naming and brand identity for new KKL Luzern restaurants
In mid-May, the two new restaurants "Le Piaf" and "Lucide" opened their doors for the first time in the KKL Luzern. The name and graphic appearance of the two restaurants were created by the Zurich agency Solid Identities.
With the completely redesigned restaurants "Le Piaf" and "Lucide" the KKL Luzern is replacing two of its previous, somewhat outdated restaurants in the building. The restaurants were repositioned more independently and created by the KKL Luzern as fully-fledged gastro brands with an individual market presence.
"Our task was to filter out the unifying essence between French-influenced gastro concept, spectacular interior design and the personal lifeworld of the guests for each restaurant and to cast it in corresponding names and brand identity," says Elmar Müller, Strategy Director at Solid Identities, describing the assignment to his agency. "The point was to create something that would excite people in terms of content and form and immediately make them take the two restaurants to their hearts."
Simple and flexible
In addition, Solid Identities placed great emphasis on the everyday usability of their work. "Names have to be short, associative and easy to remember. Only then can they be remembered and develop their full power as a mental gateway to an entire world of experience," says Elmar Müller. In addition, he says, meticulous attention was paid in designing the visual brand presences to optimally meet the requirements of the restaurants' day-to-day operations.
In concrete terms, this means simple design rules, flexibly applicable design elements, so that all implementations can be carried out quickly and efficiently in-house by the customer. One example of this is the sparrow illustration, which is part of the Le Piaf logo but can also be used as a pattern for background areas.
