Yardini
A youthful restaurant and garden in the heart of Bucharest
A small restaurant lives or dies on being remembered. It has no advertising budget, no distribution, no sales force — it gets chosen on a glance, a memory and word of mouth, or not at all. Yardini, an intimate restaurant and summer garden a few minutes from Cișmigiu, in the heart of Bucharest, faced that reality at a decisive moment: a comprehensive renovation was complete, and the re-launch would succeed or fail on whether the venue’s one defensible asset — its courtyard — became the reason people came.
Brandient created the brand to make the garden the promise. The name does it first: Yardini reads instantly as a garden to both English and Romanian ears — yard, jardin — with a warm Italian lilt that suits a place built around eating outdoors. The governing idea built on it is conviviality: a garden is where you go for good company, not just a meal. That idea became the brand’s mascot — two elegantly dressed rabbits seated at a bistro table, sharing a drink. Rabbits belong to gardens, and a courting pair turns the name’s garden into a scene of pleasure and company.
Carried across the signage, the menu and the wine label, the dining rabbits do the work an advertising budget would otherwise have to do: a passer-by remembers them at a glance, and the scene they stage — a garden to enjoy together — is the promise the restaurant is chosen for. The renovated venue re-launched on the strength of the new brand, its courtyard no longer one feature among many but the business proposition itself.
Client:
Yardini
Industry:
Hospitality and HoReCa
Project type:
New brand creation
Date:
2014
Services:
Brand Name, Narratives and Voice · Logo and Visual Identity Program · Packaging Design · Branded Environments
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