Studio Furore’s identity for restaurant Schulhaus Tirol playfully blends heritage and modernity
Located in Austria’s picturesque Ziller Valley, Schulhaus Tirol is a restaurant renowned for its creative interpretation of Tyrolean cuisine. Run by the Geisler family, the restaurant boasts authenticity and a dedication to high standards that not only stands out from noise but speaks to today’s sophisticated tourist. With this in mind, Graz-based Studio Furore provided an identity system in line with the creative and unconventional spirit of the restaurant; uniting heritage and modernity to showcase Schulhaus Tirol as anything but ordinary.
The curved logo lockup – one of the key elements of the identity – “was inspired by the marking of an origin,” like that found on a stamp, Art Director Marie Pierer explains, “to express not only the long tradition of Schulhaus, but that of the Zillertal region.” Noting the timelessness of the design, “it speaks to the combination of quality, authenticity and trust that heritage brings,” she adds.
The restaurant’s motto ‘Traditionally Good. Surprisingly Different,’ acts as the touchstone of the design across the board. Reflecting this ethos in the choice of typefaces, the studio opted for Boulevard LAB’s Office Times Sharp Regular and Colophon Foundry’s Selva Script Light. Explaining the decision, Pierer tells us that they matched perfectly to the motto as they “harmoniously combine heritage with boldness.”
As the name Schulhaus translates to ‘school’ in English, Pierer notes that the typefaces also draw inspiration from school scripts, in order to “give the viewer a sense of trust in tradition yet not bogged down by it.” This touch of nostalgia is also expressed through the identity’s fresh, eye-popping colours. “Continuing with the school theme,” she adds, “the orange colour was inspired by the notebooks used daily by schoolchildren.” Central to the identity, this vibrant hue greets visitors to the restaurant’s website, and is also seen across the brand’s tactile print materials. “We wanted to include colours that conjure a sense of familiarity yet are surprising in the context,” she concludes.