BUCO NERO - THE DARK CAVE by Identity Works for BUCO NERO

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BUCO NERO - THE DARK CAVE

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Industry Cafe, Business equipment & services, Corporate Image
Media Design & Branding
Market Sweden
Agency Identity Works
Released January 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: BUCO NERO
Product/Service: CAFE
Agency: IDENTITY WORKS
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: IDENTITY WORKS, Stockholm, SWEDEN
Identity Works: Identity Works (Identity Works)
Media placement: Restaurant Identity - Restaurant - 01/02/2010

Describe the challenges and key objectives
In the beginning of 2007 my landlord asked me to check out the old car service garage, wall to wall with my own Caffé Nero. When I entered the premise underground, my initial thought was: “A fucking garage! What am I going to do with that? Why should I leave the ground level?” Still, there was something attractive about the garage. It reminded me of a closed down subway station. A centre of life and movement. I thought: ”Where is the platform?”. There was an appealing space and despite the big area I got a sense of intimacy. (Sacha Smederevac, owner of Buco Nero)

Describe the brief from the client
To create an identity that preserves the heritage from next door Caffé Nero and the unique premises which Buco Nero now hosts. The graphic profile should be clear, but also work in subtle manor, as the premises should speak for itself. The premise of Buco Nero is only one part of the identity. It's also reflected in the food that is served, the employees and the atmosphere as well as the graphic profile. To think more of New York, Little Italy rather than Italy, it’s that kind of level of cocktail bar and flamboyance. It is not “the old country”, it’s not Tuscany.

Describe how you arrived at the final design

We got inspired by the New York Transit system that was designed by the Italian immigrant Massimo Vignelli who left “the old country” for “the new” in the 60's. We chose to enhance the subway feeling with all that comes with it: tickets, coupons, newspapers, timetables, maps etc. The logo only uses Buco Nero's initials, almost like two “subway lines”. The black and the red colour maintain a strong connection to Buco Neros original café Caffé Nero.

Give some indication of how successful the outcome was in the market
A lot of attention in media when opening in February as well as many bookings. It's looking good.