VM-RD RE­TAIL DE­SIGN AWARDS 2014

Cat­e­gory Spe­cialty Foods Kiosk / Out­let Project Krustys GOLD Ele­phant, Pune

VM&RD - - VM-RD RETAIL DESIGN AWARDS 2014 -

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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