Concept Project: CoolTour

CoolTour was born from a concept brief that asked for the creation of a chain capable of uniting cultures. For me, the most powerful universal connector was food. That is how the idea of CoolTour came to life.

The vision behind it is to bring as many cultures as possible together within a single restaurant, transforming it into a place of class and quality. Among the represented cuisines are Italian, Spanish, Japanese, Mexican, Greek, Thai, and many more.

The dining area is shared and unique, while the kitchen spaces are divided by culture, each led by chefs from their respective countries. The restaurant speaks both to people who love discovering new flavors and traditions, and to those with more selective tastes who prefer to stay close to their favorites. This duality is reflected in one of the brand’s slogans: “Who Eats Everything & Nothing.”
CoolTour is the perfect solution for groups who often struggle to agree on where to eat and end up satisfying no one.

The name originates from the word culture, but it also plays with the combination of cool and tour, inviting guests on an exciting journey through the culinary identities of different countries. Dining at CoolTour becomes a trip around the world without ever leaving your seat.

Logo
The logotype uses the font BRAMS, chosen for its expressive forms that recall the world of gastronomy. The typeface was further modified to better match the restaurant’s aesthetic, adjusting spacing and letter proportions. The shapes subtly resemble flames, an element that perfectly supports the choice of orange, color that communicates warmth and passion for cooking.

Symbol
The logo symbol is more complex and layered in meaning. It is built from elements derived and reshaped from the typography to create an abstract eye. This eye represents the cultural core, a central point where different culinary traditions meet and merge. At the same time, the eye suggests the structure of the restaurant itself, acting as a window to the gastronomic world. The ornaments surrounding it recall cutlery, stylized and abstract, reinforcing the theme of food and cuisine.

Out of the Box Idea
The out-of-the-box strategy is a social media challenge, primarily designed for TikTok. Participants are invited to create a dish that combines two or more culinary cultures. The creator of the most original and delicious recipe wins a private dinner at the restaurant together with other selected winners. They will be able to taste the weekly specialties and receive advice directly from CoolTour’s chefs.