Refettorio Geneva
This client took "one of a kind" to a whole new level. In 2022, Mater Fondazione, a non-profit foundation, opened Refettorio Geneva, the first inclusive fine dining restaurant. The concept is simple yet powerful: to combine world-class culinary excellence with social purpose under the ethos, "Eating lunch means giving a dinner." As if that's not cool enough, Refettorio also has a unique waste policy – they don't.
What do you think of when you hear "non-profit restaurant"? Like many, you likely thought of a not-the-best place with not-the-best food. This has been a challenge for Refettorio Geneva which aims to blend best-of-the-best world-class cuisine with a social purpose.
Our goal was to elevate the brand and communications to accurately reflect the premium quality and social impact that comes with Refettorio Geneva.
Our approach focused on redefining public perceptions and reflect the true core identity of Refettorio Geneva. We introduced the tagline "Fine Dining, Finer Cause" to encapsulate the dual nature of the restaurant’s mission. Playing on this strategy, we developed messaging that combines elements that usually don't go together. "Fine dining where everyone has a seat". "A contemporary restaurant where eating means doing good." We wanted to intrigue and inform potential patrons about the unique value proposition of Refettorio.
As Refettorio Geneva belongs to a bigger brand group, we also had to make sure the original logo and colour palette remain unchanged to keep consistent. The existing colour scheme of red, yellow and black derived from the Genevan flag. We wanted to keep the story but also soften and enhance the welcoming atmosphere, which is why we introduced a warm beige to the palette. We also integrated custom illustrations and new typography to make the overall brand feel more approachable and convey the notion of premium food.
All these elements were cohesively applied across various brand assets, including the website, menu, merchandise, and storefront, ensuring that each touchpoint communicated the refined brand message effectively.
