Kogu Resto is a cozy restaurant in Tallinn, located in the Kalamaja district, near the Old Town. This new signature project focuses on the author's cuisine, combining Estonian ingredients, Baltic flavors, Scandinavian style, and French techniques. This is what KOGU (Estonian for "community") is about.
Task
The main objective was to create a visual identity and a website that stood out among competitors and conveyed the restaurant's concept, which focused on Scandinavian aesthetics and exquisite cuisine inspired by nature. Also was considered the history of the building and the philosophy of the establishment.
Preparation
An analysis of competitors was conducted, which included both local and international restaurants. This analysis revealed several trends among competitors:
Based on these findings, the visual identity for Kogu Resto was developed to reflect the concept of community and connection to nature. Emphasis was placed on creating a cohesive and memorable brand that aligns with the restaurant's philosophy and aesthetics. Special attention was given to maintaining consistency across different elements and ensuring that the design conveyed the desired sense of unity and sophistication.
Logo
The branding of Kogu Resto was based on the idea of creating a sense of community, which is reflected in the name. The logo was developed with this concept in mind: the circle symbolized unity, and within the circle, all the letters of the name were visible. Alternative logo options were proposed, but the final decision was made together with the owner, based on the idea of integrity and simplicity.
Color Palette
The color palette of the project was developed with an emphasis on natural tones, corresponding to Scandinavian aesthetics. The main colors were natural shades, such as green moss and beige, which emphasize the connection with nature and create a sense of coziness and warmth. Terracotta was used as an accent color, symbolizing the brickwork of the historic building where the restaurant is located. The palette included shades that highlight the connection with nature and create a sense of warmth and comfort.
Typography
Typography played an important role in creating the restaurant's identity. For the menu and other materials, the TT Travels Next font was chosen, which is modern but not overly flashy, making it suitable for both print and digital media. An important criterion was also ensuring readability in multiple languages — Estonian, Russian, and English — to cater to the restaurant's audience. The typography highlighted the sophistication and gastronomic nature of the establishment while maintaining minimalism and aesthetic purity.
Identity
The identity of the project was developed with an emphasis on minimalism and the expressiveness of the restaurant's visual image. The logo and other graphic elements were adapted for use across various media, allowing the brand to maintain consistency in any format. Elements such as business cards, souvenir stickers, cups, and packaging were used to create a cohesive and memorable brand perception. All identity elements were executed in a natural color palette, which reinforced the restaurant's concept and Scandinavian minimalism. Examples, such as business cards and menus, show how the identity was adapted for various customer touchpoints, emphasizing the restaurant's coziness and individuality.
Social Media and Outdoor
For social media and outdoor advertising, a simple yet expressive approach was chosen: clear headlines, high-quality photographs, and animations that conveyed the restaurant's atmosphere and made it more recognizable. Special attention was paid to creating authentic content: photos of dishes and interiors showed the unique atmosphere of Kogu Resto. The main themes of the advertising campaign included special evenings with exclusive menus, such as Valentine's Day dinners and romantic evenings. Examples of the campaign include posters featuring images of dishes, the head chef, and the restaurant's interior, emphasizing the unique events and ambiance of the establishment.
Website
The restaurant's website was created as an important element of communication with customers. The main functions of the website included presenting the menu, a gallery of dishes, information about the restaurant's history and philosophy, contact details, and the ability to book a table. The site also featured information about the restaurant's team approach and unique events, such as family dinners and special evenings. The structure of the website was built to ensure easy navigation for visitors, and the content was designed to be informative and visually appealing. The website also highlighted the building's history and philosophy, which contribute to a unique atmosphere, and detailed the restaurant's concept based on the use of local products and Scandinavian traditions. The site was fully adapted for different devices, ensuring ease of use on any gadget. SEO practices were also considered during the development stage for promoting the site online.
