In early 2016, Yannick Pfeiffer asked us to help him realise his vision — a food truck for a new kind of pancake, somewhere between tradition and innovation, street food and gastronomy.
We set up a meeting with Yannick in Berlin where we collected all the information we could get — about recipes, ingredients, history, goals, and vision. We immediately began creating names and claims for the project, with impromptu scribbles for initial logo ideas.
After the meeting we had a number of different approaches and started to develop three, quickly recognising that Feiner Herr was the absolute bullseye of a brand name. On the one hand it means gentleman, and on the other it literally means a guy who creates good tasting stuff.
As Yannick’s vision included product expansion we added Pancake Moderne as a sub-brand of Feiner Herr. So when he’s ready to open a café, for example, the branding still works as Feiner Herr and the Pancake Moderne still works on the food truck as a separate business unit.
The visual world we wanted to create was also based on the food concept: redefining something traditional with a modern twist. So we decided to use a visual language based in the early 20th century, with a modern and minimalistic interpretation of Art Déco elements. The type (Radikal by Nootype) is a case in point: geometric, modern, and traditional at the same time, and amazingly pure.
Slight customisation to the F and H of Radikal.
We supported Yannick on the development of the truck itself — the colour of the car finish, the wood, the decorative elements, and we built a complete identity to coincide. We talked to photographers to support the project and helped Yannick to build his social media voice.
It was late 2016 when he was finally on the road, and we’re happy to have helped him with his delicious vision.
Photography by Johannes Höller.