UniCafe 70th anniversary branding
Student cafeterias don't turn 70 every year
UniCafe stands as one of Finland's oldest student cafeteria chains, with roots dating back to 1953 when their inaugural restaurant opened at Domus Academica, albeit under a different name. Since then, UniCafe has steadfastly pursued its mission of delivering healthy, affordable, and tasty meals to university students. Evolving with the times, the organization has emerged as a trailblazer in providing sustainable student meals, consistently researching and implementing strategies to reduce its carbon footprint.
My responsibility entailed the design of a memorable and impactful anniversary logo, along with corresponding visual elements, in celebration of UniCafe's 70th birthday. To achieve this, I delved into the exploration of their historical logos, visual styles, and slogans. This involved an extensive round of benchmarking and competitor analysis to identify current and past trends in the industry.
The culmination of this effort resulted in a logomark derived from UniCafe's existing logotype, incorporating elements in the form of the numbers, with the 0 ingeniously crafted from the letter "A" in the logo. This circular formation gives the appearance of bursting fireworks, symbolizing the celebratory nature of the anniversary.
Additional visual elements included various ingredients and foods coupled with text, specifically denoting the years 1953 and 2023, alongside a thoughtfully crafted slogan. These slogans were strategically chosen to encapsulate UniCafe's values and mission: growth, affiliation with the university, and an inclusive welcoming ethos. The logomark's 0 was ingeniously utilized to create textures on expansive surfaces.
Over the course of the year, I further contributed by creating marketing materials for anniversary campaigns and events. This encompassed the design of table tents, social media posts, and staff uniforms, all harmonizing with the overarching theme of the celebration.
The pinnacle of the project unfolded in the design of a comprehensive museum exhibition spotlighting UniCafe's rich history and its aspirations for the future. This multifaceted task extended beyond the preparation of assets for large print surfaces to an in-depth examination of visitor behavior, strategic lighting planning, and innovative approaches to use display boxes for an engaging and interactive museum experience. This holistic endeavor encapsulated my commitment to delivering a professional, impactful, and visually compelling celebration of UniCafe's illustrious 70-year journey.
