Soï 28
Digital Experiences
Product + Space
Concept + Strategy
Pan-Asian street food at its very finest
Soï 28 by Stefan Heilemann brings the energy of Asia’s side streets to Zurich. Set in the Widder Hotel, the restaurant pairs authentic street food and soul food with the gourmet signature of star chef Stefan Heilemann, holder of 18 GaultMillau points and two Michelin stars.
The name refers to Bangkok’s bustling sois (alleyways) and to the historic house number 28 on Augustinergasse. For The Living Circle, we developed a brand that brings together Pan-Asian cuisine, top-level street food and the character of the Widder Hotel.
Services
Branding, Spatial Branding, Signage, Online Marketing, Art Direction
Client
The Waving Ram
Inspired by the waving lucky cat, we created a ram as a lucky charm in its own right – charming, striking and a direct nod to the Hotel Widder and the Widder Bar.
Spatial Branding
We carried the branding right through into the space: from elegant walnut cubes for the menu and drinks list to menu boards, shirts, bags, stickers and beer mats, all the way to pavement signs and illuminated elements.
A real highlight is the wall mural – a bamboo forest that Studio Gambero created using a traditional stamping technique. It adds a handcrafted, atmospheric layer to the brand world.
Online Marketing
For digital communication, we developed flexible templates that bring branding and content together consistently – for social media, campaigns and day-to-day operations.