Symbols of Hungarian ornamentation, quality ingredients and a sense of unspoiled countryside are mixed in the new identity of the fifteen-year-old First Strudel House of Pest. Inspired by the atmosphere of the place, the visual world of the brand was created by the Socially gastro-marketing agency in a truly twenty-first century, refined and simple form.
Despite its name, the First Strudel House of Pest is not only a strudel maker but a traditional family restaurant that has been operating for fifteen years, with typical Hungarian flavors and a little international outlook. The owners, who are also involved in making strudel, had the flavors of childhood, the traditions of the Hungarian countryside and high quality in mind when they opened their restaurant in a historic building from the early nineteenth century. The past and the family traditions are echoed not only in the taste of the pastries but also in the interior. Old photos of women making pastries line the walls, while the shelves are lined with souvenirs and utensils related to their own family and village life, each detail telling a small family story. All this, hidden among patinated but modern interior design solutions.
Alongside communications, the Socially team was tasked with reimagining the restaurant’s identity, adding new motifs to existing elements, and creating a new menu and gift boxes. The aim was not only to reposition the restaurant but also to bring strudel consumption back into everyday life—they wanted to make it an option for Hungarian customers to surprise someone with strudel again. Among the gift boxes for all occasions, they have also created a box design tuned to the festive season and a tradition-evoking so-called “komadoboz” (“gift box”). The “komarétes” (“strudel gift”) originates from a Hungarian folk tradition that dates back to the last century: according to tradition, the birth of a child was celebrated with a “komatál” (“gift plate”) to ensure that the first days together were uninterrupted. Gift plates were brought not only by the mother-in-law, the godmother of the newborn, but also by the mother’s female relatives, neighbors and friends. In addition to nutritious, substantial meals, an important and sweet part was the special strudel made just for the occasion.
“We tailored the design to the atmosphere of the place: the symbols of Hungarian ornamentation were stripped of elements of folk kitsch and enriched with a feeling of unspoiled countryside reflecting the quality of the raw materials, in a twenty-first century, clean and simple form,” said Eszter Csontos, art director at Socially.
Photos: Kata Balogh