Mantra restaurant identity design

Mantra is the first raw vegan restaurant in Italy. It is a place where it’s possible to test an alternative dining experience and a spiritual practice of well being.

We were responsible for the graphic design and interior design, with the design idea based upon the seed as part of the natural cycle of life: the plant born from the seed, and the seed born from the plant, in a continuous and infinite loop.

Mantra restaurant identity design

The seed is also the essence of vegan diet — all that vegans eat comes from a seed — as well as being the essence of nourishment and wellness.

Mantra restaurant identity design

Mantra restaurant identity design

Mantra restaurant identity design

We created four distinct but strongly interrelated “environments” within the premises.

  1. The raw vegan market is a self-service area where you can buy Mantra products, consult books, and eat quick meals.
  2. In the bar and show-cooking area the chef prepares smoothies and raw vegan foods.
  3. The kitchen looks more like a laboratory than a traditional kitchen, with its American machines. It’s visible from inside and outside the restaurant to show the elaborate and special processes for preparing food and cold-pressed juices.
  4. The dining room is more secluded and reserved, with modular tables that easily allow for a change of layout if necessary.

Mantra restaurant identity design

The design is minimal, of simple and clean lines.

Mantra restaurant identity design

Mantra restaurant identity design

A modular wall system is formed by interlocking pegs and shelves, ensuring flexibility of product arrangement, ingredients, and tools.

Mantra restaurant identity design

Mantra restaurant identity design

The lamps — aluminium outside and colourful inside — fall from the ceiling at different heights, creating a lively interplay of light and colour.

Mantra restaurant identity design

Mantra restaurant identity design

Mantra restaurant identity design

Mantra restaurant identity design

The environment is young, warm and colourful, elegant but not formal.

Mantra restaurant identity design

Mantra restaurant identity design

Mantra restaurant identity design

Mantra restaurant identity design

Client: Mantra
Location: Milan, Italy
Year: 2014
Graphic and interior design: Supercake
Copywriting: Ideificio
Illustration: Paola Antòn Vasquez
Photography: Valerio Gavana

Mantra restaurant identity design

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April 21, 2015

Comments

Maybe I’m out of the loop or something, but what’s going on with the type? There’s a chance that could damage any legibility, make scaling the type down not too pretty either.

The decisions behind it might have some logic, sure, but cutting anything typographic doesn’t make a whole lot of sense to me. Take the new DeviantArt branding for example.

Sliced type doesn’t speak ‘raw’ to me, it almost speaks of disrespect to the traditional functions of type, especially in logotypes.

The droplet/seed shape could be much larger. I understand the small size keeps it subtle and out of the way, but we’re visual people. You’re not eating the logotype, you’re eating the food, and that could be more obvious visually.

One idea would be to perhaps ditch the black circle and replace it with the seed form instead. An instant visual connection! :)

Additionally, the seed pattern wallpaper could be larger too, but perhaps the idea is to keep the details quieter until inspected further.

Overall though, I quite like the real world space being used, the furniture, the lighting, it all presents very well.

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