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concept creation
& interior design
We believe in creating concepts that are relevant. This means combining solid and thorough understanding of the market with your ambitions of the client and the possibilities of the venue to achieve an optimal outcome.
To provide insight in what type of concepts could be suitable for your location, we have structured our services around the following five phases and deliverables
market orientation & feasibility
A comprehensive study is at the base of any concept we have created in the past. During the market
orientation & feasibility process we will zoom in on the space, location and feasibility of the property to
understand the relevance and potential of the new food and drinks concept.
Based on our market finding and the ambition of our client, we will propose a concept direction that takes
into account the opportunities and considerations of the location. A realistic financial projection will be
developed to provide insight in the potential top- and bottomline results of the space.
orientation & feasibility process we will zoom in on the space, location and feasibility of the property to
understand the relevance and potential of the new food and drinks concept.
Based on our market finding and the ambition of our client, we will propose a concept direction that takes
into account the opportunities and considerations of the location. A realistic financial projection will be
developed to provide insight in the potential top- and bottomline results of the space.
tailored concepts
In this phase the direction for the hotel, restaurant or bar selected in phase one, will now be worked
out in detail. The concept that will be proposed will have a clear identity. In HH terms; we have
identified a "leading principle" and based on that, conceptual pillars will be created that form the basis
on which the concept can ‘rest’.
Detailed descriptions of the food and beverage proposals for products, preparation and style are a
crucial part of the concept book. The concept book describes and visually demonstrates the look and
feel of the future concept, as well as special features that have a special impact on the concept. Also
part of this document, is the menu format, approach to the service, table top design and operating
equipment suggestions, creative concept signature items, uniform direction, as well as a suitable name
and name story.
out in detail. The concept that will be proposed will have a clear identity. In HH terms; we have
identified a "leading principle" and based on that, conceptual pillars will be created that form the basis
on which the concept can ‘rest’.
Detailed descriptions of the food and beverage proposals for products, preparation and style are a
crucial part of the concept book. The concept book describes and visually demonstrates the look and
feel of the future concept, as well as special features that have a special impact on the concept. Also
part of this document, is the menu format, approach to the service, table top design and operating
equipment suggestions, creative concept signature items, uniform direction, as well as a suitable name
and name story.
branding, graphic design and communication strategy
We have created an in-house branding framework to develop a brand and communicate it effectively to the market. The framework consists of four steps:
brand strategy, brand identity, brand applications, and the graphic design package. Additionally, we propose a communication strategy,
and due to the experience of our own operations in Amsterdam, we have a clear view of how to bring concepts to the market.
Brand strategy is the basis of every brand. During this step, the positioning of the future brand, as well as the characteristics of the target market, are established.
To ensure brand uniqueness, the competitive market is scanned, and the mission and core values of the brand are agreed upon.
Brand identity touches upon the brand factors with which the target market will engage most.
Taking into account the strategy established in the previous step, the brand benefits, brand personality, and brand promise are created.
Brand applications continue with how to make the brand into tangible products such as menus or other collateral.
To have a successful and consistent brand, the strategy and identity need to be reflected in all applications.
The graphic design package includes the graphic design work and files for all brand applications and logos, which are print-ready.
The communication strategy outlines how and through which channels the concept is promoted to the market,
including website, online, social media, promotions, advertisements, and public relations.
brand strategy, brand identity, brand applications, and the graphic design package. Additionally, we propose a communication strategy,
and due to the experience of our own operations in Amsterdam, we have a clear view of how to bring concepts to the market.
Brand strategy is the basis of every brand. During this step, the positioning of the future brand, as well as the characteristics of the target market, are established.
To ensure brand uniqueness, the competitive market is scanned, and the mission and core values of the brand are agreed upon.
Brand identity touches upon the brand factors with which the target market will engage most.
Taking into account the strategy established in the previous step, the brand benefits, brand personality, and brand promise are created.
Brand applications continue with how to make the brand into tangible products such as menus or other collateral.
To have a successful and consistent brand, the strategy and identity need to be reflected in all applications.
The graphic design package includes the graphic design work and files for all brand applications and logos, which are print-ready.
The communication strategy outlines how and through which channels the concept is promoted to the market,
including website, online, social media, promotions, advertisements, and public relations.
inspiring environments
Following the initial spacial idea in the conceptual phase, a detailed zoning plan is now worked out to optimize
all areas needed for an efficient future operation. For this we look at all the functions of the concept,
the circulation flows, numbers of required seats and connections with the back of the house.
After this part of the process is completed, the real design work commences.
The deliverables in the preliminary design phase will entails floor plans, furniture proposals,
colour schemes and materials and a first budget indication.
After agreement of the preliminary design, the final design stage includes rendering, finalized floor plans and
furniture layouts, elevations, ceiling plans and lighting plans, FOH electrical plans, material specifications,
mood boards, furniture specifications, bar and other special design features, signage design, sounds system
recommendations, updated investment budget.
all areas needed for an efficient future operation. For this we look at all the functions of the concept,
the circulation flows, numbers of required seats and connections with the back of the house.
After this part of the process is completed, the real design work commences.
The deliverables in the preliminary design phase will entails floor plans, furniture proposals,
colour schemes and materials and a first budget indication.
After agreement of the preliminary design, the final design stage includes rendering, finalized floor plans and
furniture layouts, elevations, ceiling plans and lighting plans, FOH electrical plans, material specifications,
mood boards, furniture specifications, bar and other special design features, signage design, sounds system
recommendations, updated investment budget.
operational guidance
Owning and operating our own restaurants contributes to our experience and understanding first
year challenges. In the Operational Guidance stage we will assist our clients with the pre
opening phase of the restaurant as well as supporting the business side by monthly evaluating
financial performance.
During this phase, we will support the management team with hiring key personnel,key personnel, assisting with the pre-opening budget,
finalising the operating equipment selection, attending tastings, establishing service standards and
everything else that is needed to opening a restaurant, bar or hotel successfully.
year challenges. In the Operational Guidance stage we will assist our clients with the pre
opening phase of the restaurant as well as supporting the business side by monthly evaluating
financial performance.
During this phase, we will support the management team with hiring key personnel,key personnel, assisting with the pre-opening budget,
finalising the operating equipment selection, attending tastings, establishing service standards and
everything else that is needed to opening a restaurant, bar or hotel successfully.
Interested to see our work?
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