Roast & Host
A revolutionary brand for Zurich’s gastronomy
Pop-ups, city pubs, Michelin-starred restaurants and more: Zurich's gastronomic offering is impressive. At the same time, the number of applications for kitchen and service apprenticeships is falling. The gastronomy hub Gastro Stadt Zürich has responded with a new, certified training model. MetaDesign developed the entire brand experience.
Gastro Stadt Zürich has turned the classic recipe for a culinary or service apprenticeship on its head: aspiring chefs and hosts now embark on a two- to three-year journey through the catering industry, stopping off at various renowned restaurants. They discover the many facets of life in the kitchen or in service, meet kitchen gods, chefs de service, baristas and sommeliers and learn important skills. From day one, they become part of a community that continues to grow throughout their training. At the same time, they lay the foundations for a national or international career with further training opportunities at specialist catering and hotel schools.
Within six weeks, MetaDesign developed the entire brand for this pioneering model, from the name to the visual identity and website. The name Roast & Host captures the diverse and inclusive nature of the training program. The multi-coloured visual concept reflects the flexible, modular nature of the training, which students can help to shape. The intuitive look and feel of the website and the clear communication are symbolic of the training programme.
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