Soï 28
Concept + Strategy
Digital experiences
Product + space
Pan-Asian street food of the highest quality
Soï 28 by Stefan Heilemann brings the energy of Asian backstreets to Zurich. Located in the Widder Hotel, the restaurant combines authentic street food and soul food with the gourmet touch of celebrity chef Stefan Heilemann, who has been awarded 18 GaultMillau points and two Michelin stars.
The name pays homage to Bangkok’s bustling soïs (alleys) and the historic No. 28 on Augustinergasse. For The Living Circle, we developed a brand identity that brings together Pan-Asian cuisine, top-tier street food, and the character of the Widder Hotel.
Services
Branding, Spatial Branding, Wayfinding, Online Marketing, Art Direction
Client
The Waving Ram
Inspired by the waving lucky cat, aramwas created as a unique good-luck charm—charming, distinctive, and directly linked to the Hotel Widder and the Widder Bar.
Branding in Space
The branding was consistently incorporated into the space: from elegant walnut cubes for menus and drinks, to menu boards, T-shirts, bags, stickers, and beer coasters, all the way to customer stoppers and illuminated elements.
A particular highlight is the wall mural—a bamboo forest created byStudio Gamberousing a traditional stamping technique. It adds a handcrafted, atmospheric element to the brand’s identity.
Online Marketing
For digital communication, we developed flexible templates that seamlessly integrate branding and content—for social media, campaigns, and day-to-day operations.