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Practical Project - Restaurant Website.doc

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How do luxury restaurants use effective creative visual communication?

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- How to Identify Sustainable Brands?
- What is the future growth potential of the brand?

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Bao

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Bao opened in a Hackney car park in 2012 and has gone on to become one of the most lauded restaurants in London, with keen beans (this writer included) queuing outside day in, day out for a spot on its pews. Vital to that success is its visual identity, from the effortlessly iconic logo "Lonely Man" - a man scoffing a Bao bun - to the restaurant's chic interiors, and more recently the eclectic and fun visuals for its many brand offshoots. So it may come as no surprise that the restaurant was started by two artists, now husband and wife Shing Tat Chung and Erchen Chang, along with Shing's sister Wai Ting Chung.

Shing and Erchen met at Slade School of Fine Art, where Erchen studied sculpture and media, focusing on performance and installations, while Shing says he moved through the departments from painting, to sculpture, to media. He also studied a master's in design interactions at the RCA. Soon after graduation, Bao was founded. That multi-disciplinary flitting continues now, and, it turns out, is ideal practise for running a restaurant. "Just from the nature of our practice during education and how we work as a team, we delve into various disciplines. On a daily basis we are involved in the graphic design, web design, restaurant interior design, artistic direction, food design - which generally means a lot of inspiration from various areas," Shing tells It's Nice That. Among those he cites Thomas Demand, Wes Anderson and Issey Miyake as influential on the Bao aesthetic, as well as Yosujiro Ozu, Seijun Suzuki and Momoko Sakura.

Erchen is behind the "Lonely Man" logo, a character that originated from one of her art pieces, a performative installation titled Rules to be a Lonely Man wherein the illustration made its first appearance. Originally it was "a lonely man sitting on a three-step plinth under a single cheese plant branch with his hand under chin," Shing describes, which evolved into the logo as it stands, while the core values, emotions and ethos of Erchen's artwork became the foundation of Bao, he says. "Bao restaurants are stories of our upbringing and travel around Asia. Our interpretations of slices of this culture. The lonely man was inspired by Japanese B movies, the salaryman, oversized suits, lonely dining. This resonates with us and our ethos - we can picture all our restaurants as where the Bao man would eat. For example, the single dining table at our sister restaurant XU, or the small plates in Bao Soho, and the counter dining catered for one. Whenever we think of our next project, we always picture the Bao Man dining there and how the design works around him."

As such, the core Bao brand is understated, utilitarian, cute and graphic-led, with an underlying feeling of humour and friendliness. Yet as the business grew and diversified, new influences came into play. Each restaurant interprets a "different slice of culture in Asia," for example Bao Borough is inspired by late-night grill culture. This means they've had to become more flexible with their identity - while most Bao restaurants favour minimalism and therefore have no artwork on the walls, Borough has colourful posters, to reaffirm the theme.

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The delicious design history of Bao, from its iconic Lonely Man logo to its pixelated Rice Error delivery menu

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The second best thing about Bao (after its buns) is its humorous and eclectic visual identity, the vision of its creative polymath founders Shing, Erchen and Wai Ting.

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Welcome

For the past twenty years, noma has been a restaurant ever curious to learn and grow-to be the best that we can be! Our origin is rooted in an exploration of the natural world, which began with a simple desire to rediscover wild local ingredients by foraging and to follow the seasons.

Since the early years, we have added many layers to what we do; we have teams dedicated only to innovation, another team is specialized in fermentation, we have fulltime foragers, gardeners, and researchers. We've traveled the world in search of inspiration, technique, friendship, and new ingredients. Over the years we've grown our staff from a mere twelve, to now more than one hundred.

Pursuit of knowledge, devout creativity, relentless teamwork, and surprising our guests are essential to who we are.

We are incredibly happy to be allowed to reopen the doors of noma, now that restrictions have eased in Denmark.

In this moment, we are eager to connect with our community, and to celebrate summer in the best (and safest) way we can.
Read More

Nate's New England Clam Chowdah
Serves 4 people: Clam stock, the chowdah base, potatoes, finishing, servirng, and black pepper oyster crackers
Read More

Read More

Read More

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Game & Forest Season 2023 Reservations Stay in touch with the latest from noma Welcome For the past twenty years, noma has been a restaurant ever curious to learn and grow-to be the best that we can be! Our origin is rooted in an exploration of the natural world, which began with a simple desire...

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Bubble in the forest, a successful restaurant with 4000 customers per day and monthly sales of 3 million baht.

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อายุน้อยร้อยล้าน

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คาเฟ่สไตล์มัลดีฟส์ นครปฐม ลูกค้าเข้า 4,000 คน ยอดขายเดือนละ 3 ล้าน !! I INSPIRATIONAL | The inspirational เรื่องเล่าบันดาลใจ วันนี้ขอพาไปกับธุรกิจคาเฟ่ ที่สร้างความต่างด้วยบริการ และบรรยากาศที่ไม่เหมือนใคร จนทำให้ลูกค้าเข้ากว่าวันละ 4,000 คน... | By อายุน้อยร้อยล้าน | Facebook

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1.3M views, 56K likes, 1.1K loves, 2.8K comments, 13K shares. คาเฟ่สไตล์มัลดีฟส์ นครปฐม ลูกค้าเข้า 4,000 คน ยอดขายเดือนละ 3 ล้าน !! I INSPIRATIONAL video created by อายุน้อยร้อยล้าน: The...

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The Restaurant, a Geographical Approach: From Invention to Gourmet Tourist Destinations

Etcheverria, Olivier

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Meals to come a history of the future of food

Belasco, Warren James.

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Problem: Currently, the restaurants sell dishes that are available in every restaurant, so there is no selling point to attract customer

To do: Create a selling point to make the restaurant's identity stand out.
- Invent a unique menu to serve as a selling point for the restaurant.
- Use Visual communication to help promote restaurants.

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Restaurant History

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Want to improve what your team members do, what they say, how they behave, and how they treat others (coworkers and customers alike)? Build a strong restaurant culture.

In this article, the management experts at Sling show you how to enhance your restaurant culture in order to bring your employees together as a team and make your business run smoother.

What Is Restaurant Culture?

In order to understand restaurant culture, you first need to step back and look at the broad definition of company culture (a.k.a. organizational culture).

That general, textbook definition is:
The behavior within an organization and the meaning that people attach to that behavior.
As a tool for understanding, that concept is rather vague. But when you zoom in and identify the fundamental factors that contribute to the behavior within an organization, the whole idea begins to make more sense.

Those fundamental factors include:

When you understand that these aspects of your business influence the culture therein, you can begin to implement small improvements - to vision, values, language, habits, etc. - that send ripples throughout your company.

Why Restaurant Culture Matters

Restaurant culture matters because it's the "everyday life" of your team and your business as a whole.

From your employees' point-of-view, restaurant culture is the atmosphere and dynamic they experience with their coworkers, supervisors, and managers.

When your employees feel comfortable within your restaurant culture, they are more likely to enjoy their time at work, develop better relationships, and be more productive.

If, on the other hand, your employees don't feel comfortable within your restaurant culture, they are far less likely to enjoy their time at work. As a result, their relationships and productivity will suffer.

Restaurant culture even affects your customers. The behaviors your team members exhibit grow directly from whether they're happy with the culture or not.

A disgruntled employee can unknowingly poison the customer experience and drive satisfaction down. That, then, affects your bottom line and the success of your business.

How To Build A Strong Restaurant Culture

1) Emphasize Ethics

The concept of ethics in your business is one of the least visible components of your restaurant culture. But, when done right, ethics have far-reaching effects that manifest in every corner of your company.

Ethics include such behaviors as:

When you emphasize ethics as an underlying principle, you have a profound impact on your restaurant culture by improving the way your team members act toward each other and your customers.

For a more in-depth examination of how ethics influence restaurant culture, take a moment to read our article Transform Your Business Culture With Ethics In The Workplace.

2) Refine Your Vision And Mission Statements

A vision statement is a declaration of an organization's objectives intended to guide internal decision-making. A mission statement is a short description of what your company does for its customers, its employees, and its owners.

As you can see from the definitions, a mission statement and a vision statement are closely related. So much so that many managers confuse the two.

To help dispel the confusion, think about the two in terms of who, what, why, and where.

The vision statement is the where of your business - where you want the company to be and where you want your customers, your community, and your world to be as a result of your product or service.

The mission statement, then, is the who, what, and why of your business. Think of the mission statement as a roadmap or action plan that guides you in making the vision statement a reality.

When you fully refine your vision and mission statements, they inform your team members as to what your business is all about. This information guides them in their behavior and lays the foundation for a strong restaurant culture.

3) Establish An Organizational Strategy

Organizational strategy is a plan that specifies how your business will allocate resources (e.g., money, labor, and inventory) to support infrastructure, production, marketing, inventory, and other business activities.

When you sit down to create your organizational strategy, you should first divide it into three distinct categories:

Think of each category as a building block in the larger organizational strategy that guides your business.

With these strategies in place, you give your business direction and priorities, which then influence culture.

4) Define Culture In Your Employee Handbook

Your employee handbook is a resource that tells team members what you expect from them and what they can expect from you.

Adding a section that defines your company's culture is an effective way to state directly a business aspect that often goes unspoken.

For help creating and perfecting your employee handbook, check out our article 11 Tips For Making A Restaurant Employee Handbook.

Create A Positive Culture Through Scheduling

If you want to create a positive culture in your restaurant, use Sling to create the perfect work schedule for your team.

Sling simplifies and streamlines every aspect of the scheduling process - from who works when, where, and in what job to labor expenses, payroll, and overtime - giving you more time (and energy) to focus on building and maintaining a happy, healthy, and productive culture.

Not only is Sling an extremely powerful and versatile scheduling app, but it's also a mobile time clock, labor-cost analyzer, intra-business messaging system, newsfeed manager, and employee task list all rolled into one easy-to-use package.

You can even use one Sling account to schedule employees across multiple locations. Add in the onboard A.I. that notifies you when there's a scheduling conflict or you missed a request for time off, and you've got the perfect system for managing your team.

And when you're happy with the schedule and your team members are happy with the schedule, it's much easier to maintain a strong restaurant culture.

The Sling app is free, easy to use, and will help you spend your time more efficiently so you can concentrate on building the intangible aspects of your team - like company culture, your management style, and your business as a whole.

For more free resources to help you manage your business better, organize and schedule your team, and track and calculate labor costs, visit GetSling.com today.

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4 Tips For Building A Stronger Restaurant Culture

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Want to improve what your team members do, what they say, how they behave, and how they treat others (coworkers and customers alike)? Build a strong restaurant culture. In this article, the management experts at Sling show you how to enhance your restaurant culture in order to bring your employees together as a team and make your business run smoother.

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Goal 14: Life below water - The Global Goals

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Conserve and sustainably use the oceans, seas and marine resources for sustainable development.

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pizza

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To use on homepage

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The environment around the restaurant

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phone version

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Your homepage video is the first experience new potential customers have with your business and your brand. That's why it's so important to make a memorable first impression before your visitors click away to check their email, go back to online shopping, or visit your main competitors' sites.

These days, there are tons of ways you can easily craft a more delightful, positive experience for site visitors while also driving conversions. However, there are also a few painful mistakes marketers should try to avoid. When it comes to using video on your homepage, we've got you covered with this list of practical do's and don'ts. Buckle up!

Every business is unique, but follow these classic homepage video rules and you can create an experience that works with your goals, not against them.

"So, what does your business actually do?" Quickly answer this question in your homepage video so viewers can easily understand what it is your business is all about right from the start. There is nothing worse than visiting a website, consuming some content, and still having no idea what the business is all about. Don't leave your site visitors confused and in the dark! Use your homepage video to highlight your key selling points in a casual, informative way.

What pain point does your business solve for the customer? Speak in terms that resonate with your target audience, be clear and conversational, and get to the point.

"Speak in terms that resonate with your target audience, be clear and conversational, and get to the point."

Within the first 20 seconds of watching Sticker Mule 's homepage video, the viewer is already presented with three different examples of how you could use their service to create high-quality custom stickers, magnets, and more.

In this quick, one minute video, Sticker Mule covers why you would use their service, how you can easily get started with it, and when you could expect to actually see your final product, making their value proposition super clear, super fast.

For first-time visitors, your homepage video will be the first experience they have with your brand - so make it memorable. Incorporate key elements of your brand into your video to create a consistent thread that's woven throughout your site. By knowing your audience well, you should be able to pick out some key elements of your business' brand that you know will resonate with them.

LeadGenius, a SaaS company that specializes in B2B customer data, uses an animated video on their homepage to immediately address the concerns their target audience faces on a daily basis while highlighting how their software can help solve that problem.

"Whatever your role is, you have the same goals - increase efficacy, drive revenue, build a high-performance sales and marketing machine. Without high-quality customer data and targeting, your fine-tuned machine gets ... un-fine. How do you find and connect with lasting customers? LeadGenius does it for you." LeadGenius has a deep understanding of what their core audience, marketing and sales folks, really care about.

Your homepage video presents a unique opportunity to engage with your viewers, showcase your brand, and leave a lasting impression. If possible, incorporate some of the folks who actually work at your business into the video itself. You want to give your viewers a better understanding of who and what makes up the fabric of your business, so focus on feelings rather than numbers.

"Your homepage video presents a unique opportunity to engage with your viewers, showcase your brand, and leave a lasting impression."

To autoplay or not to autoplay, that is the question. And it's a divisive one, at that! Here at Wistia, we've had mixed results (and feelings) when it comes to autoplaying homepage videos in the past. We ultimately found the middle ground with our current homepage video  - it's sort of an auto-playing preview of what's to come if you click the "Watch video" button. The autoplaying video on the page serves more as a design element than a classic video, while still grabbing the viewer's attention.

Some marketers praise autoplay for its immediacy and effectiveness. Others hate autoplay because it takes choice away from the viewer, slows down web pages, and can be straight up annoying. There's no right answer, and in reality, the only way to find out if it works for your brand is to test it!
Here are a few ways to implement autoplay while minimizing its negative effects:

Keep the video short and sweet.

Don't show too much motion.

Try using a single, looping movement on an otherwise static page.

Make your autoplaying videos silent or sound-optional.

When done tastefully, autoplaying video can catch someone's eye, build a strong visual brand impression, and keep viewers around longer.

If you're going to put a beautiful video on your homepage, don't hide it below the fold! Since web video has such a strong correlation to conversions (one report by EyeView Digital pointed to increases between 15-86%!) your video should take center stage.

Since video is such a powerful medium, it often has the ability to explain features or use cases more or less on its own, so let it take the spotlight. We may be tooting our own horns here, but we believe that using a video player that puts your brand first (as opposed to those clutter-filled YouTube embeds) will further reduce noise on your page.

Another factor to consider? When you add video to a web page, you might need to scale back some other design elements. Don't bog down your homepage with a ton of other eye-catching elements if you want to keep the focus on your video.

Classy, an online fundraising platform for nonprofits, does an excellent job of drawing attention to their homepage video by featuring a play button that ... well ... glows.

Your homepage is a precious space, so treat it like one! Follow these best practices for what not to do with your homepage video and avoid some big faux paws.

Setting yourself up for failure - who wants to do that? Not me! Goals can change, but they should always be targeted. Don't assume that creating a homepage video will solve all of your company's problems in one fell swoop.

Figure out what you want to achieve with your homepage video, and then make that goal specific. For example, with a homepage video, one simple measure of success could be engagement. You want to ensure that your audience finds your video useful, or at the very least interesting, and a high engagement rate suggests just that. You can use what you learned from this video to create even more engaging videos for the rest of your site, so keep applying those learnings.

Remember, your homepage video is just one key component of your overall video strategy, so don't expect that it will take your viewer from the top of the funnel all the way down to the bottom. Keep your expectations in check, and set yourself up for success!

You might be tempted to squeeze in every last piece of information you can into your homepage video, but I urge you to reign it in. Don't get too detailed, your homepage video is not the time or the place. For most homepage videos, we'd recommend keeping the length to 2 minutes or under. This type of content should provide a quick overview of your product for top-of-funnel customers.

Check out this 1 minute, 21-second homepage video from the folks at Steve & Kate's Camp.

After watching this video, you still don't know where the camps are located, when the camp takes place, or how much it even costs. And for a homepage video, that's OK! In fact, it's this level of simplicity helps keep the focus on the most compelling aspect of summer camp - the kids. Parents are clearly the target audience here, and showing them how their kids might grow and develop after attending Steve & Kate's Camp is far more effective than simply listing out every activity a child would have access to.

Don't bore or overwhelm your viewers with too much all at once - if your viewers need that level of granular information, there are other places on your site where they can get it. And if you're in the SaaS space, videos that educate viewers about your product more deeply, like webinars, explainer videos, or other long-form content, are all valuable, just not necessarily on your homepage.

"Don't bore or overwhelm your viewers with too much all at once - if your viewers need that level of granular information, there are other places on your site where they can get it."

We've also found that it's best to avoid pushy calls to action within the video itself. After all, asking someone to buy immediately after just saying "Hello!" can be a bit of a turnoff. At most, you want to pique interest, develop brand awareness, and provide some of the key must-knows about your product or service - keep it subtle!

Just because you're using a super effective video on your homepage doesn't mean you should leave all your copy on the cutting room floor. To ensure strong performance from an SEO perspective, you'll need both text and video on your page.

As a general principle, you should always try to use persuasive copy to get people clicking. Not every single person who visits your website will watch your homepage video, so the accompanying text on the page needs to also get your message across. If your product or service has a free plan, use the word "Free" to grab attention, but just make sure you keep your viewer's expectations realistic (so you don't set them up for disappointment later on).

Leadpages, a landing page creation tool, understands the importance of balance. They do a great job of incorporating both effective, clear copy, and a simple, "Watch it Work" CTA that clicks through to a video. When you first land on the page, you aren't immediately hit in the face with video. In this case, it's clear that Leadpages wanted their viewers to take the message home that they are "more than a landing page builder." If that sounds like something you're interested in, you might click on the button to watch the video and learn more - it's subtle, but it works!

Action-oriented words like click, start, download, register, sign up, or try are also effective at driving a specific action, so be sure to incorporate those on your homepage in addition to your video. If you're interested in diving into the world of calls to action even deeper, check out our comprehensive guide to using video CTAs!

Ultimately, your homepage video is not the only content you want your viewer to consume. Homepages are entry points into your website that are meant help facilitate further interaction, making it easier for viewers to navigate to other pages on your site. Any video that you use on your homepage should assist with the navigation, not stand in the way of it.

And this is where the debate around autoplaying video really heats up. While there is no better way to grab the attention of your viewers than with an autoplaying video, there are some risks. Some viewers may scramble to find the volume control, or just be turned off by the experience altogether and leave your page. One way to combat getting in the way of your viewers is to simply make the video a silent autoplaying video, where they have to click in to hear audio. If you're ever struggling with what to do, just consider the viewer's experience above all else, and let that guide you.

Video is just one of many elements that make up a successful homepage, but it may be the reason yours stands out from the rest. First impressions are crucial, and a video makes an instant, memorable impact. So, before you write that creative brief, keep these do's and don'ts in mind and craft an experience that's a win for both your business and your future customers!

The Wistia Guide to Video Marketing

From building a comprehensive strategy, to getting the most out of your video content, learn how to start elevating your video marketing efforts today!

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Your homepage video is the first experience new potential customers have with your business and your brand. That's why it's so important to make a memorable first impression before your visitors click away to check their email, go back to online shopping, or visit your main competitors' sites.

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SRP Graden Bar & Restaurant ร้านอาหาร บรรยากาศสุดฟิน ในเมืองกรุง

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- Photography & Video
- Website

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Design Inspiration

January 3, 2023

Our annual roundup of the internet's best restaurant websites.

BentoBox Staff

Writers, thinkers and technology experts with deep roots in hospitality.

Each year we put together a list of our favorite restaurant websites based on a set of criteria: overall design, attention to detail and the unique features that restaurants use to create a powerful first impression to visitors and drive critical revenue. Presenting the best restaurant websites of 2023.

SONA

New York, NY | sona-nyc.com

Priyanka Chopra Jonas is an Indian actress, singer and film producer. In 2021, she added the title "restaurateur" to her resume with the opening of SONA in NYC's Flatiron District, which seeks to "reimagine the wonders of Indian fare in a space that evokes a bygone era of a boisterous yet elegant India." What's interesting about SONA's website is that it appears as a hidden veil to a heightened, eclectic dining experience. Elegant and clean, it leaves visitor's imagining a boisterous atmosphere full of decadent food. Browsing through their menus is one way to be transported behind the doors of SONA. Then, guests can easily book reservations directly through the website.

Federalist Pig

Washington, DC | federalistpig.com

Federalist Pig is one of Washington, DC's most iconic barbecue joints - so much so that it was featured in an episode of Netflix's House of Cards. Its website is a feast for the senses, including bright colors, cheeky line illustrations and mouthwatering food photography. Despite how loud and eye-catching the design system is, the site itself is clean, well-structured and easy to navigate. It shows that restaurant websites do not need to choose between making a splash and being user-friendly.

Big Gay Ice Cream

NYC & Philadelphia | biggayicecream.com

With four locations in the New York area, Big Gay Ice Cream is a haven for ice cream lovers. As tasteful as its dipped cones, the website is a fun, vibrant browsing experience. With the store locator feature, visitors can quickly find the brand's nearest location and can access important information (such as FAQs about their ice cream), read about their philanthropic efforts, inquire about hosting events and purchase gift cards.

China Poblano

Las Vegas, NV | chinapoblano.com

Nobel Peace Prize Nominee José Andrés has had a prolific career as a chef, restaurateur, author and activist. His relief organization, World Central Kitchen, helps feed thousands wherever disaster strikes. China Poblano is one of the latest concepts from Andrés, mixing two rich food cultures: Chinese and Mexican. The website highlights the two cultures through bright colors and symbolic and textural iconography. The Happenings page details the latest events taking place at The Cosmopolitan luxury hotel-based restaurant.

resident

New York, NY | meetresident.com

While this list is generally reserved for restaurants, Resident is the exception. Resident prides itself on being "a new era in hospitality" and hosts bespoke culinary experiences in unique, residential spaces. They bring inspiring chefs and curious epicureans together in beautiful venues for memorable nights of conversation, connection and unforgettable food. Their minimalistic website elicits a return to the art of hospitality - something that is ethereal and magical. The website features a page dedicated to their collection of chefs where visitors can read about them. Visitors can quickly claim a seat at the table by visiting their Reservations page, which features upcoming dinners.

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The 20 Best Restaurant Websites of 2023 | BentoBox

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Design Inspiration January 3, 2023 Our annual roundup of the internet's best restaurant websites. Writers, thinkers and technology experts with deep roots in hospitality. Each year we put together a list of our favorite restaurant websites based on a set of criteria: overall design, attention to detail and the unique features that restaurants use to create a powerful first impression to visitors and drive critical revenue.

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Homepage

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Use humorous and eclectic visual identity The brand icon and style of the brand can be extended into products other than steamed buns such as shirts, bags, and various souvenirs.  This is a good example of creating a strong brand identity.

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Bao opened in a Hackney car park in 2012 and has gone on to become one of the most lauded restaurants in London, with keen beans (this writer included) queuing outside day in, day out for a spot on its pews. Vital to that success is its visual identity, from the effortlessly iconic logo "Lonely Man" - a man scoffing a Bao bun - to the restaurant's chic interiors, and more recently the eclectic and fun visuals for its many brand offshoots. So it may come as no surprise that the restaurant was started by two artists, now husband and wife Shing Tat Chung and Erchen Chang, along with Shing's sister Wai Ting Chung.

Shing and Erchen met at Slade School of Fine Art, where Erchen studied sculpture and media, focusing on performance and installations, while Shing says he moved through the departments from painting, to sculpture, to media. He also studied a master's in design interactions at the RCA. Soon after graduation, Bao was founded. That multi-disciplinary flitting continues now, and, it turns out, is ideal practise for running a restaurant. "Just from the nature of our practice during education and how we work as a team, we delve into various disciplines. On a daily basis we are involved in the graphic design, web design, restaurant interior design, artistic direction, food design - which generally means a lot of inspiration from various areas," Shing tells It's Nice That. Among those he cites Thomas Demand, Wes Anderson and Issey Miyake as influential on the Bao aesthetic, as well as Yosujiro Ozu, Seijun Suzuki and Momoko Sakura.

Erchen is behind the "Lonely Man" logo, a character that originated from one of her art pieces, a performative installation titled Rules to be a Lonely Man wherein the illustration made its first appearance. Originally it was "a lonely man sitting on a three-step plinth under a single cheese plant branch with his hand under chin," Shing describes, which evolved into the logo as it stands, while the core values, emotions and ethos of Erchen's artwork became the foundation of Bao, he says. "Bao restaurants are stories of our upbringing and travel around Asia. Our interpretations of slices of this culture. The lonely man was inspired by Japanese B movies, the salaryman, oversized suits, lonely dining. This resonates with us and our ethos - we can picture all our restaurants as where the Bao man would eat. For example, the single dining table at our sister restaurant XU, or the small plates in Bao Soho, and the counter dining catered for one. Whenever we think of our next project, we always picture the Bao Man dining there and how the design works around him."

As such, the core Bao brand is understated, utilitarian, cute and graphic-led, with an underlying feeling of humour and friendliness. Yet as the business grew and diversified, new influences came into play. Each restaurant interprets a "different slice of culture in Asia," for example Bao Borough is inspired by late-night grill culture. This means they've had to become more flexible with their identity - while most Bao restaurants favour minimalism and therefore have no artwork on the walls, Borough has colourful posters, to reaffirm the theme.

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The delicious design history of Bao, from its iconic Lonely Man logo to its pixelated Rice Error delivery menu

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The second best thing about Bao (after its buns) is its humorous and eclectic visual identity, the vision of its creative polymath founders Shing, Erchen and Wai Ting.

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https://baolondon.com/

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INCREASING THE VALUE
This is a cliché but it makes all the difference in the world. Instead of focusing on cutting the costs, lowering the prices, underpaying the staff, Noma worked on increasing its value. Value is an asset in itself. The more valuable your restaurant is, the more you can charge for it. This is where the branding comes in. It builds the perceived value of a restaurant and helps you stand out from the competitors.

Branding
In Noma’s case, their entire branding was based on the New Nordic Manifesto. Noma positioned itself as a luxury, fine-dining restaurant grounded in simplicity, authenticity and nature. Everything, from the logo and interior design down to the local earthenware at Noma reflected this identity of simplicity, nature and warmth.

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I guess I was living under a rock. I did not know about Noma until a few years ago when I came across its magnificent interior on the internet done by the Studio David Thulstrup. As a design enthusiast, I cherish good design, and seeing the interior of the Noma 2.0 transported me to some place out of this world. A sense of calm washed over me when I came across those images. I savoured those images for a while and then scrolled up to something else.

The second time Noma came to my attention was when Chef Fatima (Contestant at Top Chef and Chopped) from Pakistan expressed that dining at Noma is one of her last wish, in her final essay in Bon Appetit magazine, after being diagnosed with Cancer.

This is the third time that Noma has resurfaced in front of me, announcing that it is ready to open its doors in May 2020 after a post pandemic lock-down. "Interesting, I wonder what is their strategy to run and sustain Noma when all the other restaurants are shutting down left and right," I said to myself.

I got down to the business and started digging information and the more I dug about Noma and Rene Redzepi (Owner and Head Chef at Noma), the more fascinated I became with him and his restaurant.

The restaurant is so popular that it gets thousands of reservations in a month with only a capacity of serving 800 people per month. Even if the lucky ones are able to get a spot, they have to wait at least 3 to 4 months before actually getting a chance to dine in. People flock from all over the world to dine there. The experience at Noma is more than just dining, rather, it is a combination of art and design, a theatrical performance and an exhibition of culture and history.

The restaurant has positioned itself as a fine-dining, high-end, exclusive, environment friendly, nature loving and an advocate of local cuisine.

Noma was founded by Claus Meyer and Rene Redzepi in 2003 in Copenhagen, Denmark. This is a fine-dining two-Michelin-Star restaurant. Noma has been awarded the World's Best Restaurant rank four times in 2010, 2011, 2012 and 2014. The restaurant is guided by the philosophy of the New Nordic Cuisine which means that the meals served at Noma are made from only the local produce and ingredients.

Noma has seen major shifts in its identity twice which are labelled as Noma 2.0 and Noma 3.0 by Chef Rene Redzepi. Currently Noma 3.0 is serving wine and burgers in an outdoor setting. Currently, it is open for public, which is a departure from its reservation system. Noma also has an urban farm around the restaurant, and it grows fresh produce for the meals served at Noma.

So, I asked myself "What is so special about this restaurant that people spend $400 per head and wait for four months to eat mold, ants and sea snail broth?"

This is when I started investigating and dissecting the business model of Noma. The more I learned about it, the more fascinating it got for me. For the past 2 days, I have completely immersed myself into the world of Noma and I am obsessively reading, watching and listening everything I can about Noma.

I have uncovered some very interesting marketing, branding and many other strategies that have played a vital role in ranking Noma as the World's best restaurant. This is the kind of case study which every business student in Harvard, LSE and Oxford longs for. It is plain, simple and easy to understand. Restaurant owners, personal brands and all sorts of businesses can take these strategies and apply them to their business accordingly.

Before sharing the strategies, I just want to get one thing straight. These techniques have worked in Noma's case only because the product (food) and their service is exceptional. All these strategies are in vain if the product sucks.

Also, Noma may not have deliberately applied all these strategies, some of them may have been a by-product of the popularity of Noma. Some of them were intentional and the others were unintentional. But whether intentional or unintentional, these strategies have worked in their favour.

Here's what we will cover in this article
1. A Grand Vision
2. Increasing the Value

· Branding

· The Story

· Unique Selling Point

· Media Publications

· Accolades and Awards

· Scarcity marketing technique

3. Reaching out to maximum people

· Building a community

· Pop-ups

· Media
4. Building the Hype Pre-launch 5. Adapting 6. Consistently innovating 7. Customer Experience 8. Consistent brand messaging 9. Going Bold
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1. A GRAND VISION

Let's start with the basics. The purpose of starting Noma was more than just making a good profit. There was a very specific vision behind the restaurant which guided as a north star for every decision that was made for the restaurant.

The vision that guided Noma is called the New Nordic Cuisine Manifesto. To sum it up, the purpose of The New Nordic Cuisine is to promote the local and native ingredients, to preserve the Nordic culture and heritage through food and to bring it on the world map. To redefine and reinvent the traditional Nordic Cuisine, to use the fresh ingredients of the season, to connect people to the source of their food i.e. their planet and to express purity, freshness and simplicity.

Claus Meyer (the ex co-founder of Noma) and Rene organised the Nordic Cuisine Symposium in 2004 which gathered other Scandinavian chefs who also believed in the vision of the New Nordic Cuisine. They all signed a 10-point manifesto and that was the birth of the grand vision for Noma. This vision of Noma was much bigger than the restaurant, the vision was about the nation, the culture and the planet. The drive behind Noma was a vision to make lives better not only for the Scandinavians, but for everyone on the planet.

Claus and Rene are visionaries, they wanted to make a dent in the flawed system of producing and consuming food. They wanted to redefine and introduce a new way of cooking and eating which could benefit people and the planet. They challenged the status quo. And this is where the big things happen. The bigger the vision, the stronger is the foundation of a successful business.

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2. INCREASING THE VALUE

This is a cliché but it makes all the difference in the world. Instead of focusing on cutting the costs, lowering the prices, underpaying the staff, Noma worked on increasing its value. Value is an asset in itself. The more valuable your restaurant is, the more you can charge for it. This is where the branding comes in. It builds the perceived value of a restaurant and helps you stand out from the competitors.

· Branding

In Noma's case, their entire branding was based on the New Nordic Manifesto. Noma positioned itself as a luxury, fine-dining restaurant grounded in simplicity, authenticity and nature. Everything, from the logo and interior design down to the local earthenware at Noma reflected this identity of simplicity, nature and warmth.

· The Story

Rene Redzepi reminds me of Steve Jobs. They both share some similar characteristics. The drive to change the world and challenging the status quo is one of those characteristics. Apple does not sell its product; it sells its story. And so does Noma. Story is a very powerful tool to connect people with your business.

Here is an excerpt from Rene's speech which reminded me so much of the iconic speech of Steve jobs which turned his average customers into raging fans of Apple.

"And so, I just got very confused during that year, you know is that it? Is the creation done. You are 32 and you have now reached the mountain top, the biggest mountain top, where are you gonna go from here, are you gonna go to the moon? Success is a marvelous thing, don't get me wrong, but it can be dangerous and limiting, the truth is I started feeling scared, scared of losing this worldwide precious attention that we had stumble into. We had suddenly become a fancy restaurant. I became a miserable fuck shouting all the time pushing people around. The smallest things became disasters. We started listening to other people's questions like you should have real silverware now, are you sure you have enough luxury ingredients on the menu because all the various guides and institutions dictates it? Langoustines, lobsters or caviar, or should the waiters now wear suits, like the food would then improve with a fucking bow tie. Fuck the real silver cutlery. In Macedonia, I ate the chicken of my life with my bare hands. Are you telling me silver cutlery would have made it better? No! The quality what made it special was having a connection to what we put in our mouths, that it was a very rare treat, a moment of celebration. We were receiving guests and we wanted to give them the best we could afford to offer. We wanted to make them happy. From then on, I decided we would spend all we could afford on ourselves. Fuck the the bow ties."

· Unique Selling Point

Noma used only the local ingredients and produce in its meal as a part of the New Nordic Cuisine. Manifesto. This automatically differentiated Noma from the other fine dining restaurants in Denmark which were mostly serving the Mediterranean and French cuisine at the time. This was not an easy move. It was a risk to depart from what's popular among the consumers, and introduce them to something new and completely different. They had to pay the price for taking the risk and they did, initially. But their conviction in their vision kept them going. They could have played safe with Noma, but then it wouldn't have been unique and different. Why would anyone come to a restaurant which is a duplicate of other restaurants in the town?

The other thing that differentiated Noma is that it challenged and redefined the concept of fine-dining. In a world where fine-dining meant fancy restaurants with exquisite linen table cloth, gold plated crockery, pompous waiters and pretentious environment, Noma served its local food on straight wooden tables without decorations and a warm and welcoming environment. This was a bold move and people had never associated fine-dining to this kind of environment before.

In 2018, Noma 2.0 created yet another unique selling point. It divided the year into 3 seasons namely the Game and Forest Season, Seafood Season and Vegetarian. Each season continues for 4 months and the menu in each season serves only what the season name suggests. This has created another layer of a unique selling point which has actually proven to be very successful. Noma has received the greatest number of reservations after announcing this style of dining to the public.

· Media Publications

Publish a documentary: Noma has two long-form documentaries dedicated to the restaurant. These documentaries reveal behind-the-scenes of the kitchen at Noma, the amount of effort, hard work and sacrifices the staff makes in order to bring the ultimate customer experience at Noma. This increases the value in the consumers mind manifold. These documentaries makes them understand why the restaurant charges them so much. It walks them through the process and the attention to the detail put to the menu and the dining experience.

The documentaries also help in building a deep connection with Rene, which I will talk about in detail in the personal branding section. Rene has also written various books apart from being featured in other short and long form documentaries and series.

Publish a book: Rene has authored various books which has established him as an authority in his niche. This a very good strategy to build a brand authority. People tend to trust a person or a brand more if it is giving out information and knowledge via books. They believe the person to be much more knowledgeable as compared to the one who chooses not publish a book.

Get Featured in Magazines: When credible magazines feature a business, it instantly builds its credibility. Noma has been featured countlessly in all the A-list magazines, around the world.

· Accolades and Awards

As much as a business hates to chase an international award, the harsh truth of the world is that it does matter. Once Noma received its Michelin Stars and the World's Best Restaurant title, the amount of attention, that Noma received from all over the world, skyrocketed. This automatically resulted in a huge demand for dining at Noma.

· Scarcity Marketing Technique

Although in Noma's case, this was not an intentional strategy, rather, it was a by-product of the massive demand for dining at Noma. But this strategy can be reverse engineered for the purpose of increasing the value of the restaurant.

There is an online reservation system on Noma's websites which opens a few months in advance of each seasonal menu. As soon as Noma announces that it is open for the booking, people from all over the world book their spot for the next 3 to 4 months. The day Noma opens its online booking, all the reservation spots for the next 4 months gets sold out within minutes.

This level of difficulty for dining at a restaurant and the scarcity of seats raises the value of the restaurant and it makes people even more eager to dine at such a place.

Many packaged food product companies make the supply of their products short on purpose, only to increase the anticipation in the consumer. It is a human behaviour that the more unattainable a thing is, the more they desire to chase and acquire it.

The reservations also ensure zero empty tables at the restaurant, which is a risk that many restaurants face with walk-in customer model.

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3. REACHING OUT TO MAXIMUM PEOPLE

Noma did not restrict itself to its city or country. Noma created its brand awareness worldwide. The larger the audience, the greater the attention, hence more customers. Noma's vision is to have a global impact and to put Nordic food on the map. Following three are the main sources through which Noma was able to reach people all over the world.

· Building a community

This is a very important one. Building a community around a business is a very powerful tool to have the loyal customers. Soon after Noma started, the Nordic Cuisine Symposium was organized in 2004 which gathered all the Scandinavian chefs that shared the same vision of Noma. This was the beginning of building a community which shared common goals and values.

This community further expanded when Rene and Claus founded the Nordic Food Lab and MAD Food Organization. The Nordic Food Lab is a non-profit interdisciplinary research platform where scientists, chefs, farmers and thinkers from all sorts to background come together to create and explore new food and culinary experiences.

MAD is also an international community of Chefs, cooks and farmers that conducts Annual International Symposium where all the like-minded professionals gather. MAD also runs an academy and students enroll from all the world to learn about food and hospitality.

These two efforts have contributed a great deal into bringing Noma on the world map and building the brand authority of Noma in the food industry on an international scale.

Personal Branding: Another key factor that played a big role in building a community is the personal branding of Rene himself. Noma is not popular because of the restaurant, instead people love it because they love Rene. Rene has put himself out there, he is vocal about his mission and his vision, he meets people and he reaches out to a much larger audience through his media publications, books, talks and organisations. When I first started researching about Noma, it was the fascinating personality of Rene that prompted me to dive deeper into the world of Noma. His personality is contagious and charismatic. People connect with him on a deeper level because people can relate to him. He is vulnerable and authentic enough to share his struggles, his pain, his joy and his dreams. And this is what makes people emotionally connect with him. They become his fans, they admire him and adore him and ultimately become his customers.

· Pop - ups

Noma has opened its pop-up in temporary locations for 7 to 10 weeks in different countries over the years. These countries include UK, Japan, Australia and Mexico. These pop-ups helped Noma reach a much larger audience by introducing them to the Nordic food and delicacies of Noma. It is one thing to hear about something and it's a totally different thing to experience something first hand. The impact of the latter is much stronger and it lasts longer. Noma gave people a glimpse into the Noma experience worldwide with the help of these pop-ups, which left them craving for more.

· Media

Noma has published various books and documentaries. It has been featured in TV shows, magazines and A-list newspapers. All these publication efforts made Noma reach the audience worldwide.

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4. BUILDING THE HYPE PRE-LAUNCH

Over the years, Noma has gone through some drastic changes and every time something of the sort happened, it was made sure that the entire world gets to find out about it. This was accomplished by creating the hype about the upcoming changes to the restaurant.

Rene closed the restaurant for a year in 2017 and moved to a new location and opened it in Feb 2018. This new restaurant was named Noma 2.0. Not only was it different because of the new location, but also because of the menu, the interior and the urban farm surrounding it.

The anticipation for the Noma 2.0 was built even before the closing of the old Noma in Dec 2016. In Sep 2015, Rene released a short video where he announced the closing of Noma in Dec 2016 and the launching of Noma 2.0 in 2017. This news was also published in major publications like Times Magazine and Fortune in 2015. Notice how this was announced 2 years prior to the launch of Noma 2.0, which got people excited and anxiously waiting for the Noma 2.0.

Similarly, in May 2020, when Noma 3.0 launched its wine and burgers in the outdoor setting, all the major food publications wrote about the launch. This resulted in people queuing up in long waiting lines on the first day of the wine and burger launch.

The same thing happens with reservations. Noma opens the reservations only twice or thrice a year and every time it does, all the major publications announce the opening date for the reservation.

This creates anticipation and makes people wonder "what is this fuss all about?". It also gives the sense of a social proof when a potential customer notices every major publication talking about the restaurant at the same time. This is how it plays out in the head of the customer psychologically, their brain says "must be something very exceptional that is why all these people are talking about it, I should check it out too and get the first-hand experience myself."

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5. ADAPTING

Noma does not shy away from adapting. One of the main reasons behind Noma's success is its flexibility to adapt. History has shown time and again that businesses don't adapt, eventually die out.

Noma differentiates itself by being a strong advocate for cooking from local ingredients and foraging. While this makes it stand out from the crowd, it also comes with a unique challenge. Noma became limited to only Danish ingredients and considering the harsh winters in Denmark, the produce and ingredients in winter became even more limited. This called for a redefining of the restaurant because it was just not sustainable anymore.

This is where the idea of seasonality emerged in Noma 2.0. Rene divided the year in 3 seasons which are

Game and Forest Season, Seafood Season and Vegetable Season. Each season serves the food made with ingredients of their respective season. For example, during the Seafood Season at Noma, only seafood dishes are served in the restaurant. Same goes for the Vegetable and Game and Forest Season. This made it much easier for them to stick to the foraging while creating food with ingredients that are abundantly available during the season.

The second time Noma drastically adapted was during the Covid-19. Like every other restaurant business around the world, Noma got affected too. There was a drop in the number of customers because of the restricted travelling from other cities. And even those who lived in the city, were reluctant and afraid to dine out. Noma had to quickly rethink their strategy and make drastic shifts in their positioning. Suddenly, Noma adapted and transformed itself into a local, wine and bar, casual dining outdoor place with A` la carte menu and walk-in customer service. This was a huge departure from the traditional Noma which was a fine-dining, reservation-booking, international restaurant which only served 20 course meals with locally foraged ingredients.

It was important for the restaurant to make this shift in order to keep itself sustainable and keep the customers coming in while they could figure out how to open the traditional restaurant back again. This strategy resulted in attracting lots of customers queuing up in waiting lines to get their hands on Noma's signature burgers and dine out in the outdoor setting with their friends after a long lockdown. Sold 1000 plus burgers on the first day

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6. CONSISTENTLY INNOVATING

Noma is consistently pushing the boundaries and experimenting with the ingredients and recipes which has never been experimented with before. I also see a synergy between Rene's personal evolution with the restaurant's evolution. As Rene has matured and evolved in his personal life over the years, so has his restaurant. Change and innovation is vital for his personal and professional growth. You can imagine how important innovation is to the restaurant by looking at the Nordic Food Lab. The Lab's entire purpose is to experiment and research and come with new ideas about food and foraging.

Whether it is to experiment with ants as food or serving only seafood for 4 months in the restaurant, Noma keeps coming up with new and fresh ideas. Not only does it keep the restaurant relevant, but it actually brings it ahead of the game. This establishes it as a leader and a trendsetter where other restaurants follow the trail laid by Noma. It also keeps the customers in anticipation for the new surprises and they keep coming back to experience the new.

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7. CUSTOMER EXPERIENCE

Imagine yourself walking into a restaurant to find all the chefs, cooks, interns, waiters and owner of the restaurant standing together at the entrance to greet you and welcome you to their restaurant. How would you feel? Pretty special, right? That's exactly what Noma does. Rene stands with his staff and greets each one of his guests when they walk into the restaurant. This has become a signature gesture of Noma and this is the customer experience to a whole another level. Even during the Covid-19 pandemic, when physical contact was prohibited, I saw Rene greeting people with an elbow-bump.

This is what differentiates Noma from other restaurants. People feel warm, welcomed and deeply loved by this and many other subtle gestures at the restaurant. They feel at ease and at home. The environment of Noma also plays a big role in making people feel this way too. The simple, raw interior made with natural materials and local earthenware communicates groundedness, humility, simplicity and warmth. People associate an uptight environment and a snobbish staff with a fancy restaurant but Noma is quite the opposite and is like a breath of fresh air amongst such restaurants.

Each and every guest is discussed in a team meeting, a day before their arrival into the restaurant. Guests with special needs like pregnant women or elderly are taken care of and alterations in menu are made for them specifically if they ask for it.

The dining experience itself is quite something. Guests are served with a 20-course meal which is a roller coaster ride for the taste buds. This 3-hour dining experience starts slow and tame and then it builds up to a climax and eventually it is finished off with a dessert. The details of food presentation walks them through the origin of their u on the plate and the Scandinavian history and culture. This 3-hour dining experience is like a performing art and a unique experience of its own kind.

After dining in at Noma, a waiter gives the guests a tour of their kitchen where they get to see behind-the-scenes of the food they had just eaten. It also makes them aware of the amount of effort that goes into the preparation of the food that gets served to them.

The customers that walk out of the restaurant get an experience of the lifetime. Noma does not focus on the food alone, rather, it focuses and carefully designs the experiential journey of a customer which leaves them with lasting memories. This is why it stands out. People don't go there just for eating food, they go there for the experience and if you can provide your customers an incredible experience, then you are already ahead of the game.

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8. AUTHENTICITY

While I believe that authenticity in a brand messaging is overrated. It is however necessary to have at least some kind authenticity to a business. I believe that one of the reasons why people connected with Noma so quickly was because they were starving for an authentic restaurant experience in the world of pretentious fancy restaurants with snooty waiters. The fancy dining experience, mostly, is not representative of a true human essence.

Noma on the other hand broke this stereotype by providing a more human experience. The environment of Noma speaks warmth, simplicity, humility, connection to the nature and the essence of Scandinavia. Almost as if Noma is proudly saying "hey, this who we are and this is what we are going to be. We are not going to pretend to be something that we are not." And that's exactly what attracts people towards this restaurant; Its unapologetic, unique brand persona.
6. CONSISTENT BRAND MESSAGING
One important aspect of a good branding is to have a consistent brand messaging. And what's even more important is to be crystal clear on the brand identity. How can you communicate who you are to others when you don't know yourself? This is the problem that I see with a lot of restaurants today. They don't know what they are about.

Noma was very clear from the day one. Noma stands for local cuisine and foraging. These are the basic brand values of Noma and all the other branding revolves around these core values. Noma was so firm on its core values that it actually hurt the business for some time. It became hard for Noma to sustain itself because not much local ingredients grew in winters. And since the core value was to use only local ingredients, it became really difficult for them figure out a way. This is when they adjusted their brand, did some tweaking to the restaurant menu and rebranded the restaurant into Noma 2.0 - the details of which are mentioned in the heading number 5.

Everything about Noma speaks of their brand identity. From food menu to the restaurant interior, earthenware to the logo design and website design to the media publications. Every brand messaging communicated local cuisine, Nordic cuisine and foraging and it has never deviated from this messaging. Rene keeps vocalizing this brand messaging consistently in every book, conference speech and interview he engages into.

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9. GOING BOLD

At the time when Noma came into being, it was a norm to serve Mediterranean and French cuisine in Fine-Dining restaurants in Denmark. It was a safe bet. It was something already in demand. But Rene went against the wind. He wanted promote and present the Nordic Cuisine which had seemingly no demand. But Rene stood firm on Noma's core values, even if he had to pay the price for it. And he did pay the price. For a long time, after the opening of Noma, the business suffered and the restaurant would have empty days.

It was only after he started received Michelin Stars and World's Best Restaurant Awards that people started noticing what he was doing and the restaurant picked up momentum. The idea of a restaurant doing something different from every restaurant around started to intrigue people.

He also redefined the Fine-Dining experience which we have already discussed previously. It was also a risk; Rene did not know if people would like it or not.

He is constantly taking risks with the menu too. Whether it is to introduce ants or mold to the menu, Rene keeps pushing the limits.

It takes courage to make such bold steps and step into the unknown and do things which no one has ever done before. But this is exactly the reason what makes a restaurant stand out too.

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Comment below and let me know if you found this helpful.

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How Noma Became the World's Best Restaurant - Marketing and Branding Case Study

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I guess I was living under a rock. I did not know about Noma until a few years ago when I came across its magnificent interior on the internet done by the Studio David Thulstrup.

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https://noma.dk/

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If this all sounds a bit clinical, Gretel thinks so too. When designing the products for the pantry, the agency had to balance the more clean, methodical practices of the Noma kitchen with something warmer - which is where David Shrigley enters the conversation. "From the outset, we knew we wanted to incorporate the human hand into the system in some way," says Andy. After coming up with a selection of in-house illustrations to go alongside the branding, Gretel actually came to Shrigley through a suggestion of Redzepi's, with the British artist happening to be a friend of the Noma chef. With each base ingredient illustrated in signature Shrigley style, Gretel opted for a Risograph-inspired palette to help warm things up further. The final approachable touch on the project comes from a logo in the form of a house, referencing both home pantries across the world, and the design of the Noma entryway.

While Gretel's identity might give us great insight into the goings-on at Noma, we still need to know: what's it like creating branding for possibly the world's best restaurant? Andy states: "One of the main challenges we faced was establishing how much of the core Noma brand should be present in the identity. We felt the name was a strong enough link but that Noma Projects should have its own look and feel, to give it a bit of distance and freedom to experiment and iterate as it develops." Having worked with René and the Noma team for a few years now, Andy explains that the early conversation around the project threw up questions including: "What do we call this? How closely connected to Noma should it feel? How do we get the word out?"

Throughout the identity, it seems Gretel and Noma have ironed out all these considerations, landing on an identity that reflects the key theme of fermentation: balance. Just as the fermentation process balances nature and science, flavour and function, the Gretel team embraces both flare and precision to bring the taste of Noma into a more homely setting for the first time.

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How do you design for Noma, the world's best restaurant? With fermented branding and David Shrigley

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Noma calls in Gretel to design the branding for its new series of home pantry items, starting with the umami-rich liquid seasoning, Garum.

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lebua Restaurants, Bars & Hotels | World's First Vertical Destination

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Its sounds: the live jazz band and audible gasps as guests emerge from the dome and catch a first glimpse of the view. "Wow." We hear that a lot.

Its smells and tastes also tend to elicit appreciative gasps: authentic Mediterranean cuisine cooked to perfection. It's so perfect, in fact, that the food, wine, ambiance and service all received a perfect ten from Thailand Tatler.

Take a Mediterranean voyage without moving from your seat, and experience flavors from Mykonos, Nice, Rome, Barcelona, Tunis and Beirut, all imaginatively interpreted. For the full taste experience, make sure to add our sommeliers' recommended pairings.

An evening at Sirocco has become so iconic-so synonymous with Bangkok fine dining-that it might surprise you to hear that it almost didn't happen.

When lebua was getting its start, we were told by many that a rooftop restaurant where Sirocco now sits was a bad idea. There was no view. Believing in our vision for the world's highest alfresco restaurant, we used 100 tons of steel to elevate the floor, ultimately creating one of Bangkok's finest views and most celebrated dining experiences.

Finally, how about the sense of touch? How does a night at Sirocco feel on the skin? It's a pleasant balmy breeze-none of the hot stickiness you might find 63 floors below. Or, maybe, goosebumps. Not from chill, but from the whole experience-a little bit of moonlit magic. But don't take our word for it. Like we said, it's something you need to experience for yourself.

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Riverside Rooftop Dining in Bangkok | Mediterranean Cuisine | Sirocco

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Its sounds: the live jazz band and audible gasps as guests emerge from the dome and catch a first glimpse of the view. "Wow." We hear that a lot. Its smells and tastes also tend to elicit appreciative gasps: authentic Mediterranean cuisine cooked to perfection.

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At Witti Studio

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Micro project 3 - Photography for the restaurant website.doc

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with Jakrapun Suwannaboon

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With Helen

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Micro project 3 - Photography for the website 

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Micro project 2 - Video for website homepage