Vroeg is a beautiful restaurant and bakery in Bunnik, a small village on the outskirts of Utrecht. After 5 extremely successful years it was time to update its identity. So, enbiun has been working together with food entrepreneur, Hans Kempers, on the concept.
the restaurant concept
Vroeg is a melting pot of both food services and activities. It’s a restaurant, store, gathering place, bakery and learning establishment in one. Vroeg stands for simplicity, authenticity, and craftsmanship. Everything that happens at Vroeg, must be in harmony with the uniqueness and singularity of what Vroeg is. The authentically baked bread and a wide range of artisanal products play a leading role.
maturing an identity
A concept matures and evolves. As a design studio we felt strongly that this needed to be reflected in the menus, packaging, and signing. The maturing process became a key area for us to work on with regards to the identity and the tone of voice. We expressed this through a minimal and very precise identity, which contrasts but also complements the cozy and warm interior of Vroeg.
It was important for us to also communicate the quality and richness of Vroeg online. Functional pages, designed with precision and clean typography are given extra depth through warm photography.
a strong emphasis on photography
A minimal identity is precise and detailed. To counter this minimalism we introduced atmospheric photography. We collaborated with Rachel Schraven and Saskia Lelieveld on shooting images that would work well with the new design.
In May 2019, Vroeg was hit by a fire in the kitchen, resulting in a 6 month closure. During the closure, enbiun has been involved in designing and creating a new and updated version of Vroeg.