Brasserie Rubens:
from farm to plate, told through postcards

The two brothers who run the restaurant decided to take a new path. They wanted to know where everything came from. Sourcing ingredients more honestly and working transparently means going from farm to plate, without any detours. This change of direction called for appropriate storytelling, which is where we came in.

Sourcing ingredients consciously is one thing. But making it visible and tangible for your guests is something else. We translated the sustainable choices of Brasserie Rubens into an accessible, tactile concept. We didn’t put grand statements on the walls but instead created small stories for ingredient. Each product, from chicken and eggs to butter and salmon, was given its own voice on postcards. We turned sustainability from an abstract idea into something you could literally hold in your hands.

We developed a series of postcards, each centred around a single ingredient.

Front: a short, playful quote: easy to digest, accessible and with a touch of humour.
Back: the story behind the product: its origin, the people involved, and why Rubens chose it.

For the illustrations, we intentionally chose an authentic, almost artisanal style. Instead of polished, glossy visuals, we used drawings full of personality, aligned to the story of honest products and their pure origins. The illustration, copy and typography reinforce one another without being overpowering. Each card stands on its own, yet together the cards create a single, coherent narrative.

We extended the concept into the menu design, giving guests context from the very moment they order.

To physically anchor the story within the experience, we designed a full kiosk installation leading toward the restrooms. And the concept resonated, literally. Diners take the cards to tables where they are discussed and shared. They appear in stories, on social media and in conversations. The concept lives on, so much so in fact that we still receive requests to reprint the cards.