ROOF – a non-restaurant that unites both sides of life
The Task
The restaurant owners approached us with only the name ROOF and a bold vision: to combine a daytime business restaurant and an evening leisure space at one location on the map of Kyiv. During the day, it had to function as a restaurant for meetings, presentations, and coffee with partners; in the evening – as a place for wine, music, and city lights.
Our task was to create a brand identity for the restaurant that would be relevant both for a morning meeting with an investor and for an evening cocktail after 7 PM. Additionally, the brand had to appeal to two different audiences, yet staying unified
The Idea
ROOF is where day turns into evening — and work into pleasure. A venue in the center of Kyiv. This is not a classic restaurant. This is a modern restaurant of a new format, which follows current trends in everything: in the approach to service, in the style of serving, in building communication with the guest. It's chosen by those who live between the formal and the authentic, between business deals and relaxation. We shaped a core positioning:
By day – for business, By night – for relax
ROOF is the only place in the city where the business world and nightlife meet at the same height:
Here, every meeting can turn into a party, and every party – into a new partnership. Here, day gives birth to ideas, and evening – to connections.
We created an identity that unites both sides of life.
The dynamic logo is divided by a horizontal line symbolizing the transition from day to evening, and is complemented with graphic elements – the sun and the moon. The custom serif wordmark adds a premium, refined feel, evoking status and elevation. The horizon line separates the logo and visually divides the city into day and evening.
To reinforce the concept, we introduced a stylistic brand technique – image collages of dishes and drinks, split by the logo's horizontal line. This visual approach reflects the brand's concept – two sides of life, like two sides of a coin. In the collages, the upper part presents the daytime menu and business meeting atmosphere (matcha – to think), while the lower part shows the evening vibe, filled with relaxation and light night mood (oysters – to feel). ROOF is a dual-purpose destination: for business by day, for relaxation by night.
Membership Coin
A unique double-sided coin serves as a key to both sides of life. It grants access to private events, exclusive rooms, business breakfasts, and evening pre-parties. On the obverse – the sun. On the reverse – the moon. It's more than a symbol. It's a pass to the high life.
