Strategy
When people hear “non-profit restaurant,” they rarely imagine world-class cuisine. Our task was to shift perception without losing the integrity of the mission.
Refettorio Geneva sits at a rare intersection: culinary excellence and radical inclusivity. We built the strategy around embracing that duality rather than softening it. Introducing the tagline “Fine Dining, Finer Cause,” we framed the restaurant not as charity with food, but as excellence with impact. Messaging combined contrasts that intrigue: “Fine dining where everyone has a seat.” “A contemporary restaurant where eating means doing good.”
Execution
The identity had to honour heritage, fit within the larger Refettorio Group ecosystem, all while elevating perception – premium, warm, and unmistakably Genevan.
Working within the existing red, yellow, and black palette – rooted in the Genevan flag – we chose to refine rather than replace. A warm beige was introduced to soften the intensity and create a more welcoming atmosphere. Custom illustrations and considered typography added approachability without sacrificing refinement. Across website, menus, merchandise, and storefront, every touchpoint reinforced one cohesive message: this is fine dining driven by intention, never compromise.
Outcome and Credits
The clearer positioning translated into action, with a noticeable uplift in paid lunch guests following launch.
The refreshed brand aligns perception with experience, allowing guests to understand instantly what makes Refettorio unique. Premium positioning and social purpose no longer compete; they reinforce each other. The restaurant stands as a cultural landmark – proving that inclusivity and world-class standards can, and should, share the same table.
Credits
Walter El Nagar – Brand Vision
Ala Ho – Creative Direction
Ania Martowska – Art Direction & Graphic Design
Zoe Shain – Copywriting
Rose Gregory – Web Design & Development
Patricia Falandysz – Web Development
