SVERRE
The challenge
A Greek entrepreneur decided to invest in the creation of a contemporary restaurant in Uppsala, Sweden, with a strong business plan, a clear vision for the experience he wanted to offer his customers, and a passion for authentic gastronomy and high-quality ingredients. What was missing was a strong yet discreet identity, capable of differentiating the restaurant in a highly competitive market while expressing its philosophy to the fullest.
Services
Strategy
Our approach was based on creating a brand that would bring together three different elements: Scandinavian aesthetics, the architecture of the space, and the gastronomic experience envisioned by the owner. Our goal was to create an identity that places the food itself and the ingredients at the center, while ensuring that every application enhances the customer experience. Instead of creating a conventional restaurant identity, we designed a brand with a strong connection to the place where it was born, allowing it to gain authenticity, recognition, and longevity.
Naming
We developed the name SVERRE, drawing inspiration from the history and identity of the area where the restaurant is located. The name connects the brand with Kvarteret Sverre, the distinctive brutalist neighborhood where the restaurant is situated, as well as with King Sverre Sigurdsson of Norway, after whom the area was named.
Creative direction
The visual identity was designed with references to the building’s architecture and the principles of Scandinavian design. The stencil form of the logo and its characteristic cuts were developed through the study of the building’s lines and architectural structure, creating a more urban and strict aesthetic. The typography is bold yet refined, with carefully balanced proportions that highlight the brand’s aesthetics without excess. The clean lines create a more refined and harmonious result. The crown accompanying the logo serves as a subtle reference to Sverre of Norway. However, its design was based on the same architectural and urban logic that characterizes the entire identity. In this way, the royal element was organically integrated without losing the brand’s minimal and contemporary character. To ensure that the brand would be expressed consistently within the physical space, we collaborated with the architectural studio Elephant Design. The goal of this collaboration was to translate the vision, aesthetics, and direction defined for SVERRE into a space that authentically reflects the brand’s character and offers a complete experience to visitors.
Results
The new identity became a key tool for the successful entry of the restaurant into the Swedish dining market, providing a consistent and recognizable image from the very beginning. The brand enhanced the experience of people seeking a high-quality dining experience, contributing to the creation of a clear position within the local Uppsala market. The investment in branding and our services gave the entrepreneur the ability to support his business plan with an identity that meets the high standards of the Scandinavian market, creating the conditions for steady growth and the restaurant’s strong establishment.
