Pit Stop Cafe Takeaway

Derrick Lin


Design: Tomatdesign
Location: Russia
Project Type: Produced
Client: Pit Stop Cafe
Product Launch Location: Russia
Packaging Contents: Takeaway food
Packaging Substrate / Materials: Plastic, Paper, Cardboard
Printing Process: Offset printing

The new level of quality and quantity and plans to introduce a franchising system required changes to the design and the promotion strategy of the restaurant chain. We delivered a number of projects to solve the assigned tasks – we developed brand identity and communication strategy, design system for the retail, including the launch of two pilot facilities, as well as packing, uniforms, and POS materials.

The new identity reflects the metaphor inherent to the brand name: big city life is a race – -PitStop– helps you refuel fast and in good time. This simple comparison communicates the idea of the chain to the customers. Pit stops for refuelling and service of vehicles during a race and ‑PitStop‑ restaurants for refreshment of people in the hustle of the city.

The key idea behind the pit stop is reflected in the image of a highway depicted as a continuing non-intersecting red line. The -PitStop– logo is built into this line just like a pit stop is built into a Formula 1 track.

What’s Unique?
The dynamic identity adds motion to the style. When it comes to advertising, media, the interior and exterior, the line comes to life. It can change shape depending on the situation – it can denote product taste on the packing and functional areas in a restaurant, as well as be used as a decorative element.