Bicnic is born as a project with the homonymous foodtruck and has evolved into a two-speed spoon restaurant: the fast area to combine with the speed of the urban life and the slow space to take a break in the day or close it.

A project in which the client is taken care of from the surroundings, the usability and the gastronomy.

Challenge

The Bicnic restaurant is a step forward in gastronomic entrepreneurship for the studio, through which the concepts of service and experience design,  storytelling and communication are applied, combined with a first level culinary project, which is the second business project together with the Betlem team. The initiative has a creative and discursive collaboration between the kitchen team and the Toormix design team.

Process

Starting from the idea of ​​recovering rustic flavors, stews and spoon dishes, we worked from the history, the plates and the speech of the establishment. The venue is articulated under the idea of ​​a getaway to the countryside, dividing its offer into two areas and two times: the Fast Bar (as a service area) is a mid-way entrance area that offers a fast formula based on small plates and sandwiches to taste all of them sitting on a stool. Ideal for when you want “something quick” but do not want to give up a good product. The second area is the Slow Restaurant, an area full of picnic tables, as if it was a meal in the middle of nature. An area to enjoy the cuisine and with more relaxed tempos, an area where sharing is key. Bicnic is articulated as a trip to the countryside where you can stop to restore strength.

We worked from the speech and the user experience, to the environment, the brand and all the materials that are in use and, in turn – together with the kitchen equipment – the plated ones, the art direction of the dishes, crockery, cutlery, costume design, the speech of the eating room team, how the dishes and audiovisuals that are projected are explained, always under the idea of ​​enhancing the concept of the environment and the product.

We worked from the speech and the user experience, to the environment, the brand and all the materials that are in use, the art direction of the dishes, the costume design and the speech of the eating room team.

Brand & communication

The Bicnic brand was born as a project centered on a foodtruck that now lands in a physical space. The visual identity evolves by playing with the same circle and is detached from the second wheel. The color palette enriches the materials and the graphic textures take on importance by applying their elements within the same space, like in the tiles and in the products (coasters, bags, clothing, etc.). Also, in Toormix, we have developed the entire communication strategy both off and online, that defined the media planning, social media and press, as well as the development and implementation of the website.

From Toormix we have developed the entire communication strategy both off and online, that defined the media planning, social media and press, as well as the development and implementation of the website.

Conclusion

With the involvement of Toormix the project has integrated design from the beginning of the conception of the business idea, but also as a driver of it. We created a design team together with the Backyard architecture studio and we co-designed different elements such as the tiles or the blackboards. The design is present in every detail of the experience even if it is not visible at first sight.

+ info www.bicnic.com

What we did

  • Identity and branding
  • Brand strategy
  • Product design
  • User experience & service design
  • Comunication