R2M Hospitality Group
Tel Aviv's largest hospitality group
Branding & Visual Identity
Logo Design
Campaigns
Web Design
Social Media
Since the opening of its first bistro back in 1994 (funnily called The CoffeeBar), the celebrated R2M group has been a leader in the Tel-Avivian food, entertainment, hospitality, and nightlife business.
For 28 years, from the opening of the afore-mentioned bistro, every branding of each of the businesses they initiated, every name and logo, every menu, package, wine etiquette, carrying bag, website, campaign, and season greeting - it was all done by us.
Would you like that wrapped?
If a book is not to be judged by the cover, as the saying goes, then what’s the point of having one in the first place?
Well, maybe because packaging does help people to judge a product.
For instance - if, at the end of a hard day, one enters a bakery on their way home, for a little comfort in the shape of an Éclair or a few colorful Macaroons, they might feel much better merely by holding a precious little box, as if they’d just left Tiffany’s.
That’s exactly what went through our minds when asked to design the first packaging line for the Bakery, by R2M. The understanding of the human sentiment the moment they come in contact with a product - how they feel, how they wish to feel, what moves them, what makes them feel better - is more or less the whole intention of packaging. Purely informative content and technical specifications must also be taken into consideration of course but, fundamentally, packaging is the art of serving a product to a customer.
When it’s properly designed that is.