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Restaurant LYST — and the 100 mile radius

Visual identity, customer journey and communication

Mia Bjergegaard
Mar 19, 2020 · 6 min read

OUTCOME
A unique, omnipresent visual and auditory identity through which LYST can communicate and document their ever-changing and sustainable concept.

OUTPUT // TOUCHPOINTS
Logo, Signage, Music, Workwear, Scent, Logbook, Printed matter, Dynamic Menu (barometer)

THE CHALLENGE
To create a visual expression and customer journey that capture the philosophy of LYST. Based on local raw materials, the ever-changing nature and the overall artwork of Fjordenhus, LYST should be one magical, inclusive and sustainable dining experience.

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Photo: Søren Gammelmark
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Photo: Søren Gammelmark

THE RESTAURANT CONCEPT //

AT THE HEART OF FJORDENHUS
Restaurant LYST is situated in the iconic Fjordenhus building in Vejle, Denmark. It is owned by Morten Kirk Johansen and has been developed in close collaboration with Olafur Eliason and Studio Other Spaces. Fjordenhus opened in 2018 and was inspired by the immediate surroundings of Vejle, which gave shape to the building. The fjord flows directly through the building; the wind, water, harbour, land, and changing weather are constantly present.

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Photo: Anders Sune Berg, 2018 // © 2018 Olafur Eliasson
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Photo: Anders Sune Berg, 2018 // © 2018 Olafur Eliasson

THE ELEMENTS AND THE 100 MILE RADIUS
LYST’s philosophy is based on local raw materials, the ever-changing elements of nature (Earth, Fire, Water and Air) and the overall artwork of Fjordenhus to create one magical, inclusive and sustainable dining experience.

LYST’s philosophy is rooted in the intersection between gastronomy, art and architecture with a deep focus on environmental responsibility.
Therefore LYST is also deeply rooted in the local area. Their goal is to attract guests from all over the world and give them an unforgettable, sense-activating gastronomic experience. They mark themselves as a responsible restaurant, which means that all dishes are based on local ingredients and sustainable production principles.

To achieve this they strive to source everything they serve from within a 100 mile radius and utilize everything to the fullest. Without being dogmatic, this is one of their efforts to create a more sustainable restaurant.

At LYST there are no traditional seasonal menus. Instead, they create a unique menu every night. The menu is based on the state of nature and reflects the changes that nature undergoes as a result of weather, time, season and cultivation. A team of local foragers and manufacturers work closely with LYST to deliver the riches nature has to offer at this specific moment in time.

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Photo: Søren Gammelmark

THE DESIGN PROCESS
Through several interdisciplinary workshops with Morten Kirk Johansen, SOS and head chef Daniel McBurnie and his dedicated kitchen team, Kirk, Hatch & Bloom formulated a dynamic design language based on the 4 elements and their presence in both food and architecture.

Regarding the customer journey we worked together with sound-, scent- and workwear designers to make sure the LYST experience would be omnipresent from the moment the guests arrive and throughout the entire evening including the bathroom break and the transitions between dining locations.

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THE DESIGN CONCEPT//

THE LOGO
The LYST logo is a visualization of the gastronomic concept and vision at Restaurant LYST. The 4 Elements interlinked with Season & Time — all within the 100 mile radius.

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THE 4 ELEMENTS
LYST’s daily interpretation of ingredients, flavour and preparation.

SEASON AND TIME
The Moon phases above the Northern Hemisphere — representing Time.
The Sun motion above the Northern Hemisphere — representing Season.

THE MENU & THE 4 ELEMENTS//

LYST’S DAILY INTEPRETATION
At LYST there is no traditional menu. Instead, the LYST team creates a unique menu every night. The menu is based on the state of nature and reflects the changes that nature undergoes as a result of weather, time, season and cultivation. The menu at LYST is an interpretation of the 4 elements — and of the riches nature has to offer at the specific moment in time.

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Photo: Søren Gammelmark

THE LYST BAROMETER
The logo and the menu at LYST is presented to the guests as a visual model – the so called LYST Barometer. The Barometer and its settings will indicate presence and intensity of the 4 elements in the menu, setting the tone for the meal.

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Photo: Søren Gammelmark

THE SETTING OF THE LYST BAROMETER

All 4 elements and their individual intensity levels are placed at the outer edge of the LYST Barometer. Each day, the volume and presence of the 4 elements in the menu are summed up and visualized on the LYST Barometer. For example, if the weather allows for open fire cooking the Barometer could tell you that fire is today’s dominant element. Likewise, if the warm east wind has made it possible to catch a lot of mackerel, water could be dominant.
The daily setting of the Barometer is registered and kept in the logbook.

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Photo: Søren Gammelmark

THE LOG-BOOK – THE DOCUMENTATION

LYST marks itself as a responsible restaurant, which means that all dishes are based on local ingredients and sustainable production principles.
Each day, LYST receives ingredients from local foragers and farmers. To document these unique supplies and the ever changing menu, the daily setting of the Barometer (the menu) is registered, documented and kept in the logbook for the guests and for posterity to see.

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Photo: Søren Gammelmark

Kirk, Hatch and Bloom

A publication of thoughts from Kirk, Hatch and Bloom

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