Plus Kitchen is a new quality café offer preparing healthy, freshly made food launching in Istanbul for a Turkish market, to ultimately translate globally. Caulder Moore were responsible for creating the brand positioning, identity and environment.
Plus Kitchen targets the local business community made up of expats and professionals. Its ethos is ‘smart thinking food’ – to provide fresh, healthy breakfast and lunches on the run. Calorie counted and healthy combinations are put together on appetizing board platters.
Caulder Moore created an environment to support the quality and freshness of the natural food with eco credentials too. It has a contemporary rustic vibe with wooden fronted fridges, old fashioned weigh scales and re-usable jars set against exposed brick, white tiling and metal finishes. Beautiful lighting juxtaposes the more homespun wooden counters. Contemporary Scandi-style furniture gives the feeling of stylish home kitchen seating.
Many aspects of the thoughtful packaging design support this; details that enable eating with one hand whilst working, and a foldable ‘picnic’ mat to make dining at your desk an event. The colour palette from the new brand identity features in the interior to bring the two together. The heart icon from the logo is also used in branding devices and packaging too.
Yasar Kanbur, Founder of Plus Kitchen said, “Our objective was to offer an experience to local business professionals that enjoy a metropolitan lifestyle but look for the ‘natural, simple and inspiring’. This is an exciting project not only for Istanbul, but also the opportunity to take it to other cities. The concept offers a healthy option for breakfast and lunch that is stylish to eat-in or recreates the café atmosphere at desks with nice packaging touches.”
Philip Marshall, Director, Caulder Moore added, “It was great to help the branding process from naming through to the interior, and also work with the team in Istanbul to implement the finished design. Using our input gave an International flavour to the project which will be perfect for plans to roll out not just in Turkey but other markets.”