A new brand, launched by BRAND DNA for the store and signage design, with Fred Swart responsible for the graphic elements and identity.
Based on a football and graffiti, street-cred theme, we selected black and yellow as engaging and differentiating colour. We combined juxtaposing elements within the environment such as solid wooden ottomans with transparent plastic chairs to create a uniquely eclectic South African space.
The counter experience is reminiscent of a goal opening and has a ‘grandstand’ feeling to it. Transparent yellow chairs with black vinyl numbers on the rear remind the consumer of grandstand seats in a football stadium. Corrugated steel is used as a wall texture, as is cellular polycarbonate sheeting.
Edge lit menu boards are randomly placed up against the bulkhead to provide a spontaneous experience at the counter.