BULLEREI RESTAURANT & DELI by Weissraum.de(sign) for BULLEREI

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BULLEREI RESTAURANT & DELI

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Industry Restaurants, Pubs & Bars, Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Weissraum.de(sign)
Creative Director Lucas Buchholz, Bernd Brink
Copywriter Susann Buchholz °
Photographer Philipp Rathmer Photography, Hannes Cunze
Released June 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: BULLEREI
Product/Service: RESTAURANT
Agency: WEISSRAUM.DE(SIGN)°
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: WEISSRAUM.DE(SIGN)°, Hamburg, GERMANY
Entry URL: http://www.bullerei.com
Creative Director: Lucas Buchholz (Weissraum.de(Sign)°)
Creative Director: Bernd Brink (Weissraum.de(Sign)°)
Graphic Designer: Aggi Berg (Weissraum.de(Sign)°)
Graphic Designer: Johanna Szuba (Weissraum.de(Sign)°)
Copywriter: Susann Buchholz (Weissraum.de(Sign)°)
Photographer: Hannes Cunze
Photographer: Philipp Rathmer
Media placement: Bullerei - Bullerei Restaurant & Deli - 1 June 2009/since Than
Media placement: Menus - Bullerei Restaurant & Deli - 1 June 2009/since Than
Media placement: Paperwork - Bullerei Restaurant & Deli - 1 June 2009/since Than
Media placement: Statute Folder - Bullerei Restaurant & Deli - 1 June 2009/since Than
Media placement: Dress Code - Bullerei Restaurant & Deli - 1 June 2009/since Than
Media placement: Homepage - Internet - 1 June 2009/since Than
Media placement: Miscellaneous - Bullerei Restaurant & Deli - 1 June 2009/since Than
Media placement: 3D Sample Of Menu - Bullerei Restaurant & Deli - 1 June 2009/since Than
Media placement: 3D Sample Of CD Manual - Bullerei Restaurant & Deli - 1 June 2009/since Than
Media placement: 3D Sample Of Stationary - Bullerei Restaurant & Deli - 1 June 2009/since Than

Describe the challenges and key objectives
Difficulty: The restaurant has to blend in the neighbourhood – in visual appearance and content. Target audience: Everyone who loves good food. People from different backgrounds should feel comfortable at the »Bullerei«: from the subcultural scene to burgess, from Tim-Mälzer-fans to celebrities.

Describe the brief from the client
Job definition: Development of the name and corporate design of Tim Mälzer’s new restaurant. Location: A former slaughterhouse. Neighbourhood: The Schanzenviertel in Hamburg is a young and urban district with an alternative background. Client: The TV-chef Tim Mälzer combines authenticity with a down-to-earth habit, inspiring the masses with his casual style.

Describe how you arrived at the final design
Solution: Naming: »Bullerei« the German colloquial for police, points to Tim Mälzers nickname »Küchenbulle (kitchen-bull)« and to the location in the meat district. Corporate design: The artwork combines graphic elements of the historical background, the meat-industry and the police force. From logo (a quest with a star) to folder and business cards from a dispenser roll. Corporate design volume: naming, logo, business paper, personalized business cards, business cards from a dispenser roll, invoice document, different stamps, restaurant menu, deli menu, bulletin, stickers, bottle labels, engraving on glassware, branded dress code, homepage, corporate design manual

Give some indication of how successful the outcome was in the market
From the opening in June 2009 until now, the «Bullerei« is fully booked at least twice a night. And the visiting audience is exactly the targeted one. During this time, there was no other restaurant in Hamburg which generated more intense media interest. So it’s no surprise, that the »Bullerei« has won the Leaders Club Award for its innovative gastronomical concept.