While preparing the identification for Stary Browar's marketing campaign, we needed to give it a wider look and consider many of its aspects. The gastronomic offer of this place is undoubtedly unique. Not only it contains commonly known restaurant chains, but more importantly the coffee houses and restaurants are mostly individual projects, which have their own chefs. That's why the campaign needs a strong visual aspect as it will be shown on all of the advertising carriers in Stary Browar. It should attract people by not being bothersome, but… tasty. The long term action needs an open identification, which could be easily replenished with another elements. How to leave the cliché and create something that will not only complement the existing visual system of Stary Browar, but also present fresh approach to the subject? The project needs to trigger nice associations, be friendly, warm, familiar. So far we noticed a decrease of sales in restaurant chains and also in private restaurants, what definitely needed a change. Above all things and the visual aspect, the identification should be usable and effective.
Apart from unusual graphic design, we also created a food map of Stary Browar. It was very crucial for us to enable clients and guests to get to the chosen restaurant very easily and quickly. That’s why the map orders restaurants by different criterium, for example by time of the day or type of cuisine.
Thanks to our project, there was a substantial sales’ increase in gastronomic area of Stary Browar. The map we prepared proved to be great - simple and logic structure enables to find a restaurant quickly. An opened graphic form also let us replenish it with new promotions and places in the future. It is printed every month and another editions vanish really quickly. People take it home and treat like an object which is really nice to possess, as well as our posters. The tenants (apparently sceptical about using illustration instead of photography in sales’ communication), trusted us and finally - they are very satisfied.