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Two brown signs with yellow lettering are held against the bark of a tree, surrounded by dappled sunlight.
The article highlights how Studio Bruch crafted a whimsical brand identity for the restaurant Aiche Speiselokal, drawing on the chef's surname and its playful association with squirrels. This identity is cohesively expressed through various design elements, including a recurring acorn symbol that ties together packaging, illustrations, and signage, demonstrating the importance of a unified visual identity in brand strategy.
Mindsparkle: Studio Bruch DATE July 24, 2026 EDITOR Mindsparkle Mag Inside the woodland fairytale Studio Bruch built around a chef's surname Aiche Speiselokal takes its name from chef Tobias Aichhorn — a surname that, in German, sounds close to Eichhörnchen, or squirrel, and its habit of hoarding the finest supplies in the cellar.
Studio Bruch built a brand identity that takes that association literally, turning the restaurant into a small, self-contained fairytale.Alpine-inspired illustration gives the eatery an independent, almost storybook world, populated by animal characters who collect, serve, and enjoy — a squirrel stirring a pot, a magpie serving a plated acorn, a deer at rest.
At the center of it all sits the acorn itself: sometimes a logo, sometimes an ingredient, sometimes an object, a single playful symbol that recurs across every touchpoint.That system extends from a debossed gift book and packaging through to illustration, stamped ceramics, and photography of the restaurant's own pantry and table — each piece carrying the same acorn mark, whether stamped into clay or cut into signage.
The article discusses a creative branding project that showcases the importance of visual identity, which is relevant to brand strategy professionals, but it does not present groundbreaking concepts or industry-wide implications.