Geef Cafe

Geef café is a  pay-as-you-can restaurant, founded by Judith Manshanden. In this unique restaurant you're free to spend the amount of money that feels right for you. This means that people with spending-power can pay a little extra than the cost, so that other people who have much less to spend can also go out for dinner.

The restaurant was first launched as a pop-up in Rotterdam, and immediately drew a huge amount of media-attention, receiving extensive coverage in the national radio, prime newspapers and magazines. The concept also received several awards.
After the closure of the pop-up, there was a succesful fundraising campaing that enabled Judith to open up the next restaurant in Amsterdam, called Geef. This restaurant was opened near the famous Haarlemmerstraat. and I got the job of transforming the new Brand Identity into an elaborate set of materials, such as the restaurant signage, menu's, instructional signage, wallpaper and the website.

This project was quite interesting, because of the challenge of communicating the vision and philosophy to customers in a manner that was intuitive and quick. Many customers felt a certain anxiety during the payment moment. So we experimented with several messages and techniques to reduce this anxiety and provide clarity.

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