Gastro Stadt Zürich is turning the classic recipe for an apprenticeship in cooking or service on its head: aspiring chefs and hosts now take a two- or three-year journey through the gastronomy industry, stopping off at various renowned restaurants. They discover the many facets of life in the kitchen or in service, meet kitchen gods, chefs de service, baristas and sommeliers and learn important skills. From day one, they are part of a community that continues to grow during their training. At the same time, the apprentices lay the foundations for a national or international career with further training opportunities at specialist schools in the catering and hotel industry.

MetaDesign developed the entire brand for this model within six weeks - from the name to the visual identity to the website. The name "Roast & Host" is intended to convey the versatile and unifying character of the training program. The multi-colored visual concept reflects the flexible, modular nature of the training, which the students can help to determine to a certain extent. The intuitive look and feel of the website and the easily digestible communication are intended to symbolize the training. The associated social media campaign for Roast & Host is being developed by Bagels of Berkeley and is due to be launched in the summer. A teaser movie is already available to see on Instagram.