When the only influencer for vegi food was a rheumatism doctor

Hiltl in Zurich is the world's first vegetarian restaurant, according to Guinness World Records. Its roots go back to 1898, when Ambrosius Hiltl fell ill with rheumatism in his joints. His doctor advised him to eat a meat-free diet in the future, which was considered strange at the time, but led to an amazingly rapid recovery. And ultimately to the Hiltl Restaurant.

Today, the company is run by the fourth generation of the family, Rolf Hiltl, and is celebrating its 120th anniversary. It's a fitting time to remember that Hiltl was already cooking vegetarian food when it wasn't trendy at all and meatless food had to prevail against a lot of resistance.

Ruf Lanz therefore commemorates the beginnings of the world's first vegetarian restaurant with a pointed text campaign. The subjects were lovingly designed in Art Nouveau style, the art historical epoch that was en vogue at the time of Hiltl's founding. Characteristic features include decoratively curved lines and floral elements that carried nature and the natural into the cities and the modern world.

Seven subjects are used in advertisements, posters, streetcar posters, POS posters and online applications. In addition, the subjects will be produced as enamel signs, the original advertising medium of the time. Enamel signs are painstakingly hand-fired in a kiln at 800 degrees C and remain colorfast for over 100 years. So that future generations will also be reminded of Hiltl's roots.

Responsible at Hiltl: Rolf Hiltl (overall responsibility), Amber Turgeman (Head of Marketing). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Isabelle Hauser, Dave Schellenberg (Art Direction), Markus Ruf (Text), Armin Arnold (Typography), Anja Fiebiger, Marc Gooch (Consulting).