Client
Restaurant 1821
Industry
Hospitality
Services
Corporate Design
Website
Interior Design
Social Media
Content Production
Print Design
Key Visuals
Text and Concept
Designing History: How we rewrote 1821.
The House of the Muses at the Old Botanical Garden has been a monument in downtown Tübingen for 200 years and, since 1821, the home base of the Museum Society Tübingen. For many decades, this venerable building has also been extensively operated gastronomically – until its temporary closure in 2019.
Then: New operators, major renovation, conceptual reorientation, reopening in the fall of 2022. For the brand design and the visual vibe of Now-Gen enjoyment, the stronghold in the city of intellectuals was brought in. In the meantime, our hard drives hold a wealth of industry experience from countless gastronomy projects, which doesn't fit into a Hello Fresh package. A challenge for all involved: continue the story on this centuries-old ground and, at the same time, charm the guests within the 2020s context. Ciao rustic, hello bold colors and contrasts. Tübingen spirit meets indulgence meets the conscious modern approach to food and ingredients. Classic Swabian dishes are given a light push to the next level and are accompanied by a healthy offering. This way, all of Tübingen (and beyond) will be happy. Soon also in the 1821 beer garden, which has never existed at this location before.
Old World, New Memes: Our AI-Drive for 1821's Branding.
The founding year of the building was chosen by the new operators as the name for their huge gastro project, from which we crafted the wordmark in the style of a monogram. The ornate, baroque logo font is selectively injected into headlines and claims to bridge the gap between the tavern's past and the most modern gastronomy. The fundamental brand design is complemented by a round seal-flower symbolizing the shared good time at 1821, as well as two dominant colors that are also reflected in the location.
A building block of our 1821 brand identity is the hyper-language of our era, meme culture. Motifs from nobility, baroque, and monarchy meet bold, mouth-watering claims. When we created the 1812 brand, our idea was to prompt this meme world using Midjourney. The then-new AI produced rather modest visual results, so the meme idea was traditionally realized graphically. The giant leaps in the industry are well-known – and a year later, the new 1821 meme-catchers were created with the text-to-image wonder machine.
Restaurant 1821 — 2022
Brezel up for foodporn. The 1821 brand digitally.
Stay easy to digest – in both CI and content production.
The goal in designing the corporate identity (CI) was like a pinch of salt in the soup: subtle, yet impactful. Gently nudge without startling, find a cool, unique touch, and keep it easy to digest – just like the cuisine at 1821. The photo production for the Swabian-Twist menu? We took care of it ourselves at the content factory Hochburg, with a mix of precision and a dash of humor. Because with us, it’s not just the food that’s served à la carte – the content is too. Freshly delivered, with a wink.
