Branders: Brand design for the Spaghetti Factory
Branders is helping the Spaghetti Factory to realign itself. The overhaul of the brand image and the implementation of numerous measures are intended to emphasize the focus on a young, urban audience.
An institution of Zurich nightlife in the 80s, the Bindella Group's Spaghetti Factory has developed into a small national restaurant group. Bindella implemented the concept for the first time in 1982 and currently has six locations in Switzerland. These include two locations in Zurich, at Hechtplatz and Niederdorfstrasse 5.
Bindella has reoriented the Spaghetti Factory in order to survive in the face of increased competition within the price segment in the long term. A new menu has been developed, which includes fresh salads and homemade lemonades in addition to the well-known spaghetti classics.
In addition, Zurich-based artist duo Melanie Tauscher and Rahel Arzi have developed a new interior design for the restaurant group. The new concept, which is intended to appeal to a younger target group, is being tested in the restaurant at Niederdorfstrasse 5 in Zurich.
The revised Spaghetti Factory brand should also reflect these changes. Branders has therefore designed and implemented numerous new brand measures, from the new logo, illustrations, menu and building identification to advertisements and stationery. Branders also realized several photo shoots and provided the Spaghetti Factory with a new website has also been given a new digital look. "Thanks to these measures, the Spaghetti Factory brand is once again perfectly suited to its young, urban target group," says Branders CEO René Allemann.
Responsible at Spaghetti Factory: Rudi Bindella junior (Innovation and Projects), Karin Fuhrer (Marketing Management), Nadja Wey (Assistance and Project Management). Responsible at Branders: René Allemann (CEO), Marisa Güntlisberger (Brand Consultant to the CEO), Martina Keusch (Brand Designer), Palma Manco (Senior Brand Designer), Thomas Hausheer (Senior Interactive Designer), Linda Marty (Brand/PR Manager), Karin Goldinger (Photographer), Matthias Seifarth (Illustrator), Melanie Tauscher and Rahel Arzi (Artist duo).
