DANKU
Fast food goes Dutch, naturally
A healthy, fast-serve restaurant concept brings Dutch hospitality to life
THE CHALLENGE
No wonder this fast-serve restaurant chain chose the name “Danku” (“thank you” in Dutch). Inspired by the Dutch sense of hospitality and graciousness, this start-up wanted a design sense that would convey their proud Dutch heritage and their commitment to making organic food readily available. The style would need to translate across cultures; restaurants were planned for prime locations in New York, Antwerp, London, Sao Paulo, Aspen, and Tokyo.
SOLUTION
The identity for this modern-yet-homey restaurant chain needed to be lighthearted--like the “k” in Danku’s playful logo, which cues the blades of a windmill (not to mention the country’s modern, green wind turbines). We developed a colorful visual system, which would be used to illuminate the restaurant interiors and complement the use of natural materials. The bright, pop-inspired space created a relaxed, brunch-like feeling all times of day. With innovative space planning and design, we challenged the expected aesthetics of the fast-serve category and gave Danku customers a literal and figurative taste of the best of Dutch culture.
WHAT WE DID
Identity Visual Language Packaging Environmental Design Guidelines
The Danku color palette is lighthearted and pop-like, and takes its intelligent and elegant cues from world-renowned Dutch design sensibilities. This is activated in the restaurant space, paired with natural materials such as re-claimed wood. The result is a relaxing, unexpected and decidedly modern environment to relax and enjoy a healthy meal.
The Danku color palette is lighthearted and pop-like, and takes its intelligent and elegant cues from world-renowned Dutch design sensibilities. This is activated in the restaurant space, paired with natural materials such as re-claimed wood. The result is a relaxing, unexpected and decidedly modern environment to relax and enjoy a healthy meal.
Danku opened its first location Antwerp, Belgium and has plans to open in cities around the globe.
Postcards were created as part of the Danku visual system, and used as collateral to attract attention and spread the word. In some markets there will be a need for education around the items served, and this postcard playfully defines their signature kroket dish.
The Danku graphic language extends to all points of touch, including packaging. This is one example of their take-away packaging, which uses one of the many signature patterns within the system.
The Danku brand idea inspired by Dutch culture–a simultaneous embracing of their proud heritage, as well as their commitment to driving the future in areas of architecture, design, engineering and energy. We created a playful, clever logo that uses the “k” in “Danku” to abstractly cue the blades of a windmill.