CLIENT: SPANG MAKANDRA
PROJECT: CORE IDENTITY REBRANDING + BRAND GUIDELINES + INTERIOR DESIGN OF NEW RESTAURANT
DELIVERABLE: BRAND BOOK, SPATIAL DESIGN
A&J developed the entire value proposition for the revised Spang Makandra, the 40+-year-old family-run Javanese-Surinamese restaurant in Amsterdam.
Regarded as the most authentic restaurant brand of this category of food, Spang Makandra wanted an updating of its core identity that remained true to its roots and heritage. As expansion into new locations was also in the works, the updated core identity would have to lend naturally to digital, physical and spatial design applications.
Work delivered included a brand book containing the main brand logo, story, payoffs, artwork, and other applications of the identity. This document was supplemented with a dedicated spatial design book that translated the identity elements of the brand book for application in a restaurant space.
The new Spang Makandra restaurants started rolling out in Q4 2019.