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THE DESIGNERS
ANYTHING BUT PLAIN, H2R DESIGN DESIGNS A FRESH NEW HANDCRAFTED DESSERT CONCEPT IN CITY CENTRE MIRDIF 004 ATB
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2R Design worked on the design and fit out of PLAIN, a new handcrafted dessert concept homegrown in the UAE. Located in City Centre Mirdif, the new unit in the mall was designed to create a space that celebrates the combination of highquality desserts in a tranquil ambience, within a unique and uplifting experience. The Brief: - The aim was to create a clean yet attractive aesthetic that would complement PLAIN’s wide range of flavours and desserts, while still allowing the products to stand out. H2R Design was asked to develop the brand identity and interiors harmoniously, (a task that was carried out by the in-house branding and design team). The design studio translated the brief holistically, creating a neutral expression allowing all the creative and wonderful dessert offerings to appear as anything but plain.
The inspiration and mood of the concept can be defined as a monochromatic neutral space, with hints of soft colours and touches of warmth from timber furniture and panelling on some joinery items. The overall theme is tonal and understated yet fresh. H2R Design created a simple and sophisticated logo with clean typography paired with a playful personality that is evident through the pastel colour palette. This has become the brands main identifier and general tone of voice. Custom line illustrations were also introduced, giving the brand a harmonious balance between elegance and play. H2R Design studied the depths of PLAIN to design a space that truly reflected its identity. The research uncovered the concept's origins, stemming as a place to serve Japanese desserts. This automatically led to the design embracing a more minimal and tranquil approach. However, the concept had to be more unique than that, it needed an identity for itself. Researching the menu offerings, H2R Design incorporated tones that were inspired by the desserts.
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