Phill was designed as a unique hospitality concept bringing together under the same roof a fine foods restaurant and a playground for children aged 4 to 14 to tap on their interests while their parents enjoy their meals. We defined the brand as the reinventor of the culinary experiences for the entire family, based on three pillars: the international cuisine, the environment as comfortable as a home while being exquisite at the same time and the mindset keen on continuous evolution, refected in the permanent menu changes and events. The verbal and visual identity had to help deliver this brand concept, therefore it was only natural to create a character to appeal to all the family members – an elephant – and give it a name – Phill. The brand’s visual language represents bubbles as windows on the world of Phill and was designed to complete the brand experience for both children and adults.
