The story began from a simple observation. The founders of Michelin Guide recommended restaurants Lore Bistro and Lee Restoran – Janno Lepik and Kristjan Peäske found, that whenever they’re travelling, the same problem occurs time and time again. There are plenty of places where one could go to experience fantastic food and spectacular tastes. But when one is in a hurry, there’s no place where one could grab a quick tasty bite, guilt free. Everything comes back to a greasy burger, hot dog or pizza. Freya Foodbar is a challenge to the status quo. Freya aims to to shake up the sleepy stagnant world of fast food and add a bit of green and healthy variety to it.
Brand Manual helped to realise this vision by defining the service concept, creating the brand name, the value proposition and a visual concept to bring this this healthy niche offering to the market.
Freya Foodbar is a healthy oasis
in the desert of fast food
Freya Foodbar provides a green alternative and fast paced service to modern urban people. Its identity captures this idea in 2 key visual metaphors. Firstly the distorted shapes of a mirage – as a promise of abundance and a sign seen from a distance. Secondly the shade – as the follow through and delivery of relief to the weary travellers.
Redefining fast food
Fast does not inherently mean junk. We measure speed on a longer journey. The produce reaches the kitchen fast – giving us fresh nutritious ingredients. Which allows us to cook healthy food without compromising taste or energy density and offer the biggest impact to our customers. Fast food has a particular function. It helps us optimise our lives. To keep moving and get things done. All the time saved behind the counter amounts to nothing, if it leaves the guest in a food coma for an hour. None of that at Freya. Oh yeah and we serve fast too – from the first hello to plating in 2 minutes.
Blender is a new juice and coffee bar. The maiden outlet was opened in Tallinn, Estonia and is part of a broader service network, made up of Apollo cinemas and entertainment megastores.
There are dozens of juice bars out there and they all serve juice. So starting a new juice bar with just better, fresher juice was certainly no recipe for success. The only thing that would make a new juice bar really stand out from the crowd was a memorable customer experience. And that is what we created.
Those rowdy, noisy Estonians
Estonians are mocked by their Southern neighbours for being quiet and reserved to the point of being taken for dead. With Blender we aimed to break that stereotype for ever. The guys at the counter are big mouthed. Loud music is everywhere. Roaring noise of fruits being sacrificed at the altar of juice saturates the room. All of this energy washes over customer before they’ve even had a chance to taste their fruit concoction or caffeine shot.
We designed the service concept and together with interior designers, cooks and service managers formed it into a coherent whole. Finding the right counter staff was a challenge. Yet having clearly described the expected working style made it possible to repeat, laying a foundation for a scalable business. Finally we divined the name and created its visual identity – bold bits and pieces that support the service concept.
The emotional charge of the brand is conveyed throughout the bar – from the interior design to the heavy typeface, brisk copywriting and warm colours. Following their visit, the active social feed keeps customers tuned in even away from the counter.
Still in its infancy, the first Blender joint has already made its mark and created a swarm of fans. We wish it good luck and look forward to seeing it grow.
Interior design: Link Projekt
Photography: Oleg Hartsenko
A bold name and some music you can’t miss
A scalable concept
Building a connection to the Apollo entertainment world
Blender for here or to go?
Sandwiches taste smashingly good
The guys behind the counter (and beyond) are the ones who make Blender tick
It’s all about the B
Name creation for the menu + the attitude
A blender experience means also active presence in social media