Client
Ralph Benda
Industry
Gastronomy
Services
Corporate Design
Only the very best restaurateurs can dance at all the famous weddings — Ralph Benda’s company is one of them. Benda’s grill taverns are a staple at countless festivals throughout Stuttgart and the surrounding region. Most people probably know these “all-you-need-to-satisfy-hunger” vendors from the Cannstatter Wasen or the Stuttgart Christmas Market. Other Benda ventures include event catering for city festivals, concerts, and festivals, as well as beer garden service and their own events.
All in all: It’s mostly about the “sausage” — often vegan too — and serving many hungry and thirsty people quickly. To make that even more eye-catching, the new female leadership duo asked Hochburg for a set of fresh, and definitely not greasy, corporate design.
Ralph Benda stands for many things, and now the brand needs to be structured just as consistently as the operations in our grill stalls.
Did someone call for bold branding in gastronomy? No problem for us. Conceptually, with Ralph Benda, we had to bring together two ends of the fries: freshness and functionality, flavorful and fulfilling, simple and significant.
Because the designs have to really hit the spot right at the stand and make everyone crave street food — for all visitors, in any mood. We deliberately put the emphasis on “Grillstube” with the subtitle “Ralph Benda” as the sender brand. For the other business areas, especially event catering, the name takes a more elegant and prominent position with its own distinct signet.
The layering of individual assets—like the ingredients of a pulled pork burger—followed the familiar Hochburg flow. Creamy, yummie colors meet big, tasty headlines and design elements in a street food theme.
In variable interplay with high-quality food photography and simple, delightful illustrations, the elements finally do what they’re meant to: Give me something tasty to eat, quick! Here’s the fresh potato salad. Want a little extra?
The new Ralph Benda world: The corporate design works beyond the all-important stall context—from textiles to packaging, from social media to business stationery. Ralph Benda is now visually positioned like a fast-food giant from the USA but remains a likeable, regional gastronomy company with one goal: to make many people happy and full with good, beloved food.
