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You can feel overwhelmed very quickly trying to keep up with the new restaurants that pop up at every corner. Yet, as bold and promising as they all start out their life, very few offer something simple: excellent, healthy food.

This is why the concept behind Simple is both refreshing and familiar. Simple Food Punkt is a place that gives you homey food for the body & soul with no fuss. Everything on the menu is made with local, seasonal ingredients; the wood-based interior of the restaurant reflects that natural feel. This is a place that does not demand from you—on the contrary, it brings you ease and comfort, tempting you to get the full menu + dessert every time.

But what is a great place without great identity? The client needed a logo that clearly communicated the concept behind Simple: everyone is welcome to make their own plate and enjoy pure food made with competence and care. The biggest design challenge was to create a logo that spoke of quality, expertise and high-quality food while maintaining a friendly and welcoming feel to it.

We saw an opportunity for Simple to reach a wider audience as most of its competitors appeared too pretentious and unapproachable, while good food is something fundamental that should always feel accessible. We designed a logo that got straight to the point and let the food speak for itself. Food that doesn’t give itself airs, no gourmet pretence—just good food made to be enjoyed.

The last element of the message was that Simple Food Punkt is a place where someone takes care of you so you can have more ‘me’ time.


Simple Food Punkt