The Brief
A Restaurant gift card was needed as part of the German Gutscheingold family range. The challenge of the brief was to unite the extensive foods on offer (from high-end dining to take-aways) into one brand. It needed to be sophisticated but inclusive, as well as celebrating social gatherings around a table. This card shall be directly redeemable in 14,000 - 20,000 restaurants all over Germany, available for countryside and cities.
Restaurant Gutschein is a mass market product targeted towards practically everyone. It is the perfect gift for everyone who likes to eat (and go out in post-Covid times), which is a very broad target group. This card is aimed to consumers who would like to gift a “treat yourself” experience. It is also a great card for birthdays, anniversaries and any celebration.
The Concept
Dining out with nice company is an enjoyable experience.
Sharing conversations, food dishes and memorable celebrations.
All in one gift card.
The Pattern
The bespoke pattern represent the social interaction and the exciting ambience we find in dining venues. The graphic style of the pattern moves in between figurative - with recognisable faces of people and food dishes - and abstract - cubist influence and rounded geometric shapes. This style allows to be generic enough to represent any type of people or food. It represent the concept without the overshadow of specific races, ages or cuisines.
Different characteres, colours and textures bring together the idea of variety. The pattern alludes to a fun and joyful experience. It is dynamic and it contains different elements (characters and dishes) which can be used separetely in marketing campaigns as assets of the brand.
Thanks for watching!
