Home is where the heart is: TUK champion family, authenticity and simplicity in Papabou’s identity
Combining a homely tone of family get-togethers with a contemporary aesthetic edge, the welcoming identity for local eatery Papabou, designed by Geneva-based studio TUK, exemplifies the expertise and the simplicity behind the cuisine they serve. Keeping things close to home, with the restaurant’s name deriving from the founder’s nickname for their grandfather, Papabou is earnest and confident in its uncompromising intentions. Authentic, quality food, made simple. Likewise, TUK’s subsequent identity channels this spirited attitude, ridding the brand of anything superfluous; beginning with its playful logomark, courtesy of Benoît Bodhuin’s Pimpit typeface.
Straightforward and friendly in its design, the cheerful, rounded curves of Papabou’s logomark reflect the home-grown nature of the eatery whilst harkening back to the hand-painted signage of nostalgic local restaurant liveries. “We then chose Halyard Display as a secondary typeface in order to play an interesting contrast with Pimpit,” TUK tell us, adding, “indeed, it allows a good readability and emphasises the clarity of the information.” Combined, the type pairing – alongside its direct and uncomplicated application – creates a vibe that is ultimately exciting, conveying a heart and youthfulness while appearing timeless and familiar.
“Black and white were chosen precisely to add simplicity to the identity and to show that Papabou’s Smash Burger is made without artifice,” TUK continue, detailing their contextual choice of colour. “The light blue colour of the shop dates back to the old shop before Papabou,” they note, “so we decided to keep it so as not to change the neighbourhood and its visual legacy,” again reflecting the self-awareness and care behind the brand. “Moreover,” TUK conclude, “this blue colour allows an interesting contrast with the buildings in Geneva, which are usually very austere,” allowing Papabou to truly stand out and for their sincere offering to prosper.