Pltfrm restaurant is located in the epicentre of the Wolwespruit mountain bike and trail running park in Erasmuskloof, Pretoria. This offers the ideal setting where visitors can combine their love for nature with food and festivity. The restaurant and its team are deeply committed to creating remarkable culinary experiences through a wide variety of meals available on their menu.
Since its relocation, the business’s name took on a new meaning. Today, Pltfrm not only strives to offer people a place where they connect with each other while enjoying quality food but it also provides a base from which other businesses may develop and grow.
Pltfrm’s entire hospitality model and brand identity changed when it moved from the bustling inner-city hub, where it served rush hour commuters with refreshments; to the green open spaces of the affluent suburbia. The new location, enlarged restaurant capacity and completely different type of market demographic challenged the client to reinvent Pltfrms brand image.
To do so, the business had to break free from its metropolitan orientation and to reposition itself for an outdoor adventure-loving community. It needed to appeal to a family-friendly audience and to leverage the natural surroundings of the park to attract visitors to come and unwind at the restaurant after their adventure.
A new brand identity that resonates with the audience.
Recreating the Pltfrm brand identity to align with their new context was the first step in this process. The KRAFT designsmiths™ team took a partner's interest in our client, designing a new brand identity better-suited to the restaurant’s new environment and its customers. We adapted the restaurant’s suite of branded collateral including their logo, menus, business cards, letterheads and staff uniforms.
In addition, we conceptualised the spatial planning of Pltfrm to deliver consistency from the brand to the physical interior of the restaurant, by focusing on elements such as signage and decor. This helped to evolve the brand of Pltfrm from an urban-city perspective to one reflecting nature and the outdoors. The restaurant is now positioned to appeal to a large and diverse audience of people.
The business has transformed from a rush-hour deli on the concrete platform of an inner-city railway line; to a social podium that invites outdoor adventurers, mountain bikers, trail runners, hikers and families alike to gather, feast and unwind in its space.
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