VM-RD RETAIL DESIGN AWARDS 2014
Category Specialty Foods Kiosk / Outlet Project Krustys GOLD Elephant, Pune
Envisioned as a quick-serve outlet focused on offering delectable baked products, Krustys was created as a homely, cozy and yet cool place to hang out, be it for breakfast, lunch or dinner.
Designed by Elephant, the objective was to create unhindered access from the main road, so as to appear open and inviting and pique the customer’s interest. In tune with the brand logo, the space follows the golden color of the baked bread crust, Brown; ensuring warmth with authentic and traditional feel of the bakery universe.
The ‘Hestia’s Community Table in dark wood embellished with bright mosaic inlays and comfortable bar stools acts as the centre-piece in the space. In the display and self-service zone, the design intention is to ensure easy access for Take Away customers, ensuring maximum visibility, appeal and convenience. The company also wanted to convey freshness, fascinate customers and heighten the dine-in experience. In line with this, the open kitchen replete with live counters ensures that food preparation and presentation takes place in full view of customers.
A key focus in the branding strategy was to give the store a unique voice, which has been expressed in a literal manner with suggestive, insouciant text that conveys a smart humor. Straplines such as ‘Forgive us our sweet sins’ and ‘A balanced diet is a cookie in each hand’ were conceived to convey ‘Krustys' easy-going ethos. Within a span of 3 months, Krustys has already achieved a landmark status in its neighborhood. It has also received exceptionally high ratings for its food and ambience from well-known critics
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