Following a successful concept development of Pretiola, Mr.Pretzel’s sister brand, rpa:group were asked to refresh the main brand for its upcoming refits, including mall, station and standalone locations.
Crystal red acrylic panels lend transparency and reflection between spaces. An earthy, palette of stripped-back walls, timber cladding and basic serving benches define the eating space and hark back to the artisan tradition of pretzel making. Brand communication was developed to more boldly emphasise core messages using heat-applied vinyl to the brickwork walls, giving a hand-painted artisan aesthetic. The menu was developed similarly to clarify range and offers.
The preparation counter provides the stage for the traditional theatre of preparation, with a bright, colourful and clean arrangement allowing customers to see the pretzels being freshly rolled and bound before them.
rpa:group retained the distinctive red identity, increasing its value and using it to highlight more authentic materials and varying its application. The brand communication added a layer of sophistication, seamlessly combining both the key interior and brand concept.
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