Geef Cafe

Geef Amsterdam, founded by Judith Manshanden, is an innovative pay-as-you-can restaurant concept that challenges traditional dining norms. The restaurant's unique model allows patrons to pay what they feel is right, enabling those with greater financial means to subsidize meals for those with less. This approach creates an inclusive dining experience that bridges socioeconomic divides.

The concept initially launched as a pop-up in Rotterdam, garnering significant media attention and several awards. Its success led to a fundraising campaign that facilitated the opening of a permanent location in Amsterdam's renowned Haarlemmerstraat area.

Our team was entrusted with the crucial task of translating Geef's brand identity into a comprehensive set of materials for the new Amsterdam location. This project encompassed various elements:

1. Restaurant Signage: Designing exterior and interior signage that clearly communicated the restaurant's unique concept.
2. Menu Design: Creating menus that not only presented food options but also subtly reinforced the pay-as-you-can philosophy.
3. Instructional Signage: Developing clear, intuitive signage to guide patrons through the unique payment process.
4. Custom Wallpaper: Designing wallpaper that enhanced the restaurant's atmosphere while reflecting its values.
5. Website Development: Building a digital presence that effectively communicated Geef's concept and attracted potential diners.

A significant challenge in this project was addressing the anxiety some customers experienced during the payment process. We experimented with various messaging techniques and visual cues to alleviate this discomfort and provide clarity about the restaurant's model.

The project required a delicate balance between creating an inviting, upscale dining atmosphere and clearly communicating the restaurant's unconventional payment system. Our design solutions aimed to make the concept intuitive and accessible to all patrons, regardless of their familiarity with the pay-as-you-can model.

By successfully translating Geef's vision into tangible brand elements, we helped create a cohesive dining experience that reinforces the restaurant's mission of inclusivity and social responsibility. The project demonstrates the power of thoughtful design in supporting innovative business models that challenge societal norms and promote community engagement.

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