Project Outline
Making a vegetarian eatery a local institution
Ian Wilson's Susie's Diner had built a cult following on the Southside of Edinburgh. For his second venture, Susie's Kitchen, he'd learned how good design can really lift a space and wanted to take a branded approach that matched his passion for food. We asked: how can we make Susie's an exciting food alternative for all the residents in the flats nearby? We wanted to create a local institution.
Clarity & Story
What would a local institution look like in Marchmont? The surrounding flats house a mix of students and long-term middle class residents. How could we make both groups feel at home? We wanted to combine the trustworthiness of a Victorian grocer with the contemporary buzz of a hideaway record shop – creating a bridge between these different communities.
Design & Touchpoints
We advised Ian on shop design and fittings – even accompanying him to the woodyard to source tongue and groove to replace the warped MDF, and helping choose light fittings that matched the new aesthetic. We knew that without these key details, the design would fall flat. We also created a suite of design materials for digital and print use.
Results
The final result perfectly matched the design vision. Ian successfully navigated his business through Covid, and Susie's continues to brighten and nourish the Marchmont area. The design has stood the test of time and Scotland's difficult weather conditions.
