Everything started from GREEN and continued in GREEN.
GREEN was a philosophy, lifestyle and of course a bit of color that became the concept for the branding. This café was going to be opened when the Pantone Color of the Year 2017 was Greenery 15-0343. Moreover, it’s located in the city center where in a little while will be opened a park. So everything was perfectly matched for us to brand, pack and wrap the café in GREEN.
Firstly we suggested a green name “Piante”, meaning “plant” in Italian and then started working on the logo creation. And what do you think the logo looked like? Of course, it was the word “piante” stylized and colored in green, with shape of leaf in letter “P”.
We got so much deep in this projects that thought of some unique details that would perfectly fit and complement the green branding. One of the things we designed and were happy to see realized was the bill pot that was made of clay, painted white and was divided into two parts. The first part was intended to put the cheque and money inside and the other part was to add a piece of green good mood to the customers’ day before they leave the café. The reserve sign we designed, also had a shape of leaf and was made of wood, natural material fitting the concept. The other brand element you can see on the tables as you enter Piante café are the napkin holders that are hand-made as little white fences that could encircle a nice neat garden.
The last but not the least element that we thought was created for this café was the levitating plant pot that had a destiny to constantly keep the atmosphere live. So our client who ordered it and put on the bar counter every day watches café visitors smiling, touching and taking photos of it now.
We can take “aesthetic”, “natural” and “green” as key words to describe the café, the dishes served here were to be both natural, delicious and aesthetically served. But still it needed something that would differentiate it from the others. And we knew what it was. It was going to be Matcha GREEN tea, served nowhere else but Piante café in Yerevan. Now Matcha is not only used to make green tea, but also brand new Macha latte and our beloved Matcha shake.
Art Director: Eduard Kankanyan
Designer: Braind team
Project Manager: Masha Hayrapetyan