With the beginning of the winter semester 2016/17 the Academy of Fine Arts Munich launched a new gastronomical concept. Two separate venues, the in-house canteen and kiosk, were reopened to cater to students of the academy as well as visitors. We developed a corporate design uniting the two places into one single brand and establishing a new point of recognition at the Academy of Fine Arts.
The visual appearance of KantineKiosk creates a bridge between identity and individuality. Our long-term project supervision gives us the possibility of developing solutions that focus on great creative freedom and lead to a strong visual brand identity. The close and mutually enjoyable collaboration with KantineKiosk allows a continuous expansion of the project.
Gastronomy in the eduactional sector faces the constant challenge of offering high-quality products at an affordable rate. We therefore focussed on creating an identity that depicts a high-quality standard and professional image, without forfeiting authenticity and credibility to the target group, consisting mainly of students. To align with this target group and integrate itself into the surroundings of the academy, KantineKiosk shouldn’t seem too posh and therefore expensive. The initial inspiration for the development of the visual identity for KantineKiosk was drawn from scribbles and drawings found on many walls of the historic academy building in Munich.
During the conceptual stage of our work for KantineKiosk, the gastronomical concept of the two venues was not yet entirely defined. Improvisation and adjustments to current circumstances soon turned into a key aspect of design. The initial idea of a consistent template evolved into an identity created by a line system. All visual elements are defined and framed by a simple linear system and can be adjusted to meet the requirements of the content. A singular use of font and the reduction to the colors black and white are the base for the strongly recognizable design. Additional illustrations loosen the fixed structure and create lightness in the overall design. This framework for artistic expression gives a long-term visual definition for the brand KantineKiosk.
The logo system is based on the merging of both titles. The canteen and kiosk are one single institution within the academy. Applied to individual purpose, each venue is defined by crossing out the other one, again featuring the overall design concept.
Aside of their gastronomical function, KantineKiosk is set to be a space for arts and culture. On nearly a weekly basis the two venues host events such as workshops, parties and talks. The posters developed for these events show that the visual identity of KantineKiosk allows an experimental and expressive approach to design while containing a coherent brand image.