10 years of collaboration
Vroeg ('early' in English) in Bunnik is developed in close cooperation with the owner Hans Kempers. His wish was to create an ambitious new food concept open for a wide variety of audiences. 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.
Vroeg has built a recognizable brand and look & feel, during its 10-year existence as a beloved spot in Utrecht. In collaboration with Jonathan Morris and the team of Vroeg we have analyzed its icons and redesigned them to be ready for the next 10 years. Through meticulous and detailed design, we have reimagined every part of Vroeg. The main restaurant is updated with new seats, custom furniture, and a completely new bar. The retail is redesigned with a new service concept in mind, and Vroeg's bookable spaces have been given a total makeover to make them more unique and desirable.
Identity through design
Vroeg, at its heart, has a prize-winning sourdough bakery and inventive kitchen. Fermentation and natural preservation processes are at the center in both the kitchen and bakery. Wild fermentation is uneven, harmonious, and full of taste, which inspired us to bring identity, texture, and diversity in the interior. We invented a visual grid that gives organization to custom-made closets, seats, and woodwork. Our visually uneven grid is kept harmonious by streamlining material-use to provide a more subtle and mature look. Vroeg primarily uses three high-end materials, Belgian hard stone, oak wood, and steel. The Vroeg experience is made complete with its minimalistic identity, which is found throughout the space: in menus, products, and light spatial branding.
A local icon
Vroeg is centrally located in the vicinity of Utrecht, just off the A12 by the Hollandse Waterlinie, the Uithof, and nature reserve Amelisweerd. This location, both rural and urban, demands a concept that is equally attractive to both business and private clients. Vroeg’s success is based on its concept: focusing on the needs of the future, and continuously in motion.
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.
Everything that happens at Vroeg, must be in harmony with the uniqueness and singularity of what Vroeg is. The Vroeg experience is made complete with its minimalistic identity, which is found throughout the space: in menus, products, and light spatial branding. Curious about the minimal identity?