As it was mentioned, Beletage has been operating for a long time, but many years of activity weren't enough for becoming a successful restaurant. The old style of the restaurant made him lag far behind his rivals. As the market is huge and full of stylish alternatives, being old-fashioned was a problem for future progress.
The main challenge for our team was transmitting a new breathe and style to Beletege with the new branding, that would be appropriate for its image. But we should do it in a way, that it was accepted not only by the new clients but also the old ones. Numerous options were discussed for that major update, as the new branding should convey the Mediterranean soul of Beletage at the same time.
After a long-lasting brainstorming session, we developed the following solution. Gathering the characters of people who have visited Beletage for years, we came up with the main idea. As each of them had its own unique place in the long history of the restaurant, we redesigned them to become an integral part of the Beletage branding. With different characters we also choose simple, but rich colors, that will be possible to print by the local production.