Design as an Identity

A cool summer breeze brushes past as I head in. I notice a secluded area with white,
translucent drapes and soft cushions calling to me. Behind that, a beach with clear skies,
calming waves, and a palm tree not too far off. The space is enveloped in light, just the
perfect amount to relax in. As I settle down on the cushions covering the wooden floor,
someone approaches with a smile. “Good morning, what’s your order?”
The captivating beach-like atmosphere of the Uke-Box Caffé, in Quezon City, has
become one of its most well known features, along with its unique ukulele theme. With one
side of the café covered in ukuleles, and the other side dedicated to a relaxing beach setting,
the place caters not only to musicians, but also to anyone looking to unwind with a cake or
sandwich in hand. With wooden furniture and flooring, white drapes, and beach scene
wallpaper, the café exudes a tropical beach vibe. To achieve such an effective ambiance,
design is essential in any establishment.
Of course, design must be carefully and properly thought out, planned and applied,
and this process begins with the brand itself. The brand is the basis of all design aspects.
Kookie Santos, a Creative Director at EDSA Beverage Design Group, explains, “The most
difficult part of the design process is the initial stages of the project. The foundation for
designing the brand is very important.” The beginning of any successful design starts with the
brand itself. What distinguishes it from other brands? What values does it promote? Who is
the brand addressed to? What is it trying to convey? There are many questions considered in
the formation of a food establishment’s brand and identity. A perfect success story of great
branding is that of McDonald’s. Its iconic “M” is distinctive in any area of the globe.
Whether it is in America, Asia, or even countries in Africa, the red and yellow symbol of
McDonald’s is recognized worldwide. In any successful design process, the brand is the most
crucial part. Without a solid foundation, an establishment cannot stand as strong.
Once the brand is established, the rest of the design process becomes much easier.
Sticking to the brand and applying the aesthetic then become the main goals. Although this
part may be easier, there are still many things to be considered. Many aspects of a restaurant
contribute to the overall design of a venue. A well-known architect and designer, David
Rockwell, once mentioned in an interview with Business Insider, “Can you read the menus?
Is the chair a 45-minute chair or is it a two and half hour chair? Customers don’t only look
for good food, but a place to enjoy it. To achieve that, chairs, tables, wallpaper, lighting, and
flooring are among the many features to be considered. The unity of these areas and their
relation to the brand are key to an effective design.
 Though food quality is of top priority in the food business, design in an establishment
increases the appeal of the food itself. Nowadays, people are not only concerned with how
high quality the food they buy is, but also the experience they can acquire in eating in a
certain restaurant or café. Kookie Santos explains, “Humans are very visual beings; how we
perceive things can make or break what we feel about a certain food establishment.” In our
media-focused society, the mere quality of food does not determine the overall quality of an
establishment. Many other aspects come into play, design being a very significant part.
The design in a food establishment does not merely consist of the interior design or
brand of the business, but also the way the food is packaged. An example of creative
packaging is that of the McDonald’s BFF Fries. It is designed to be a combination of two
boxes instead of just one long box, which establishes the value of sharing. This innovative
packaging gives the customers a new way to enjoy their food through mere design and
ultimately enhances their opinion of the establishment.
Customers do not only pay for the food, but also the whole experience of dining in a
food establishment, including the ambiance, the service, and the preparation. Customers want
the most out of their money, and food alone may not always cut it. This is where design
comes in. What makes establishments stand out in the ever-growing food business is the
experience they offer their customers. The atmosphere at the Uke-Box Caffé is able to calm
any customer with its many features, including its cleverly placed lights and beach-themed
furniture. In addition to these, at the entrance of the establishment, lies the word ‘Relax’ on
the floor next to a few board games. This is a significant part of the design in Uke-Box Caffé
because the experience of eating begins when the customer walks in, and with the placement
of these objects at the entrance, the customer unconsciously unwinds and can properly enjoy
the food served.
In the food business, there are many establishments with similar food cuisines, target
markets, product types, and the like. Many of these cannot be helped because of the limit to
types of food and ways to prepare them. Restaurant A may have a certain twist or ‘secret
ingredient’ in their recipes, but its food will fall under a category of a type of cuisine. Fast
food, Chinese, Japanese, and Mexican are among these types. Though the different concepts
of food are limited, the possibilities of design in an establishment are almost endless. There is
so much that can be done with the interior of any restaurant or café, with limits only to
manpower, funds, and available space.
Design has the power to make any place somewhere that customers can enjoy dining
and spending time in. To quote Kookie, "From a faceless crowd, design gives a noticeable
identity.” In a society filled with numerous restaurants, coffee shops, and cafes opening up,
individuality and identity is key. To create the identity, design becomes an instrument in
transforming an establishment. It gives personality to a brand, distinguishes it from all others,
and becomes the establishment’s brand identity.