Challenge

Create a visual identity and logo for Köksbordet by Hörte Brygga, a small restaurant located in the Hörte harbour in South of Sweden and apply that onto a number of brand touchpoints. Emma and Martin, the founders of Köksbordet, also runs the well-thought-of (mentioned by New York Times in places to go and part of the White Guide) and award-winning restaurant Hörte Brygga. Since both restaurants are located on the same address, but operates during different parts of the year, the founders Emma and Martin wants to make it easier to differentiate the two of them by giving them different visual concepts. In the summer the restaurant is called Hörte Brygga and is mainly a lunch restaurant with drop-in (without the possibility to book in advance). Köksbordet is open during the rest of the year and is only open for prebooked guests with longer sittings in the evening.

The primary customers for Köksbordet are genuinely food and beverage interested people with an open mind. The typical customer is an affluent person, likely from the Malmö-Copenhagen area, with a design interest that eats out a lot. Emma & Martin do not see other restaurants as competitors, they see them more like colleagues and sources for inspiration. In short, a visit at Köksbordet shall feel like the kitchen-hangout on a great home party. Key words for Köksbordet are craftsmanship, natural ingredients, locally produced, small-scale, relaxed atmosphere, quality, fun and inspiring.

Solution

Emma & Martins philosophy “If you have access to great knowledge and ingredients there are no need to get complicated” sort of concluded everything for me. I wanted the visual identity to go hand in hand with this. Simplistic, but also a feeling of hand-made and human. The restaurants’ location by the sea can be felt through the wavy baseline of the logotype.

The word ‘Köksbordet’ means ‘kitchen table’ in English and every sitting has room for twelve people. Based on that I created a simplified logo version for social media e t c that uses the symbolism behind that. The colours are subdued and are all found in nature and in the locally produced ingredients that Emma & Martin use a lot in their cooking. The base sand colour signals nature, sand and close-to-sea.

I have worked hard to create an identity that works well with the existing visual identity of Hörte Brygga and at the same time stand on its own feet and differentiate it. The visual identity is relaxed, natural, hand-crafted, warm and inviting. As every well-crafted logo shall be, the logo for Köksbordet is easy to recognize and remember, even in cost-effective one colour print.

The project also included creating a website design for Köksbordet, have a look here.