Vroeg Bakery, restaurant, hotspot

ASSIGNMENT

Designing and creating an updated version of Vroeg, with a new food concept for a wide variety of audiences

SERVICES

Vroeg (‘early’ in English) in Bunnik (Utrecht) is developed in close cooperation with the owner, Hans Kempers. His wish was to create an ambitious new food concept for a wide variety of audiences. In May 2019, a fire in the kitchen hit Vroeg, resulting in a 6-month closure. During this time, enbiun has been involved in designing and creating a new and updated version of Vroeg.

Re-inventing Icons

Vroeg has built a recognizable brand and look & feel, during its 10-year existence as a beloved spot in Utrecht. In collaboration with Jonathan Morris and the team of Vroeg, enbiun has analyzed its icons and redesigned them to be ready for the next 10 years. Through meticulous and detailed design, enbiun has reimagined every part of Vroeg. The main restaurant is updated with new seats, custom furniture, and a completely new bar. The shop is redesigned with a new service concept in mind, and Vroeg’s banqueting halls have received a complete makeover and are equipped with all associated services.

Identity through design

Vroeg has an award-winning sourdough bakery and inventive kitchen. Fermentation and natural preservation processes are at the center in both the kitchen and bakery. Wild fermentation is uneven, harmonious, and full of taste, which inspired us to bring identity, texture, and diversity into the interior. We invented a visual grid that gives organization to custom-made closets, seats, and woodwork. Our visually uneven grid is kept harmonious by streamlining material-use to provide a more subtle and mature look. Vroeg primarily uses three high-end materials: Belgian hard stone, oak wood, and steel. The Vroeg experience is made complete with its minimalistic identity, which is found throughout the space: in menus, products, and light spatial branding.

The restaurant concept

Vroeg is a melting pot of food services and activities. It’s a restaurant, shop, meeting place, bakery and learning establishment in one. Vroeg stands for simplicity, authenticity, and craftsmanship. Everything that happens at Vroeg, must be in harmony with the uniqueness and singularity that characterizes Vroeg. The authentically baked bread and a wide range of artisanal products play a leading role. One can enjoy this in a relaxed and dynamic environment. Vroeg has become a unique and acclaimed spot in the province of Utrecht, a popular place for both young and old.

 

For Vroeg enbiun has created a minimalist identity that reinforces the craft and products of Vroeg. You can see the branding enbiun has designed for Vroeg here:




Identity through design

Vroeg has an award-winning sourdough bakery and inventive kitchen. Fermentation and natural preservation processes are at the center in both the kitchen and bakery. Wild fermentation is uneven, harmonious, and full of taste, which inspired us to bring identity, texture, and diversity into the interior. We invented a visual grid that gives organization to custom-made closets, seats, and woodwork. Our visually uneven grid is kept harmonious by streamlining material-use to provide a more subtle and mature look. Vroeg primarily uses three high-end materials: Belgian hard stone, oak wood, and steel. The Vroeg experience is made complete with its minimalistic identity, which is found throughout the space: in menus, products, and light spatial branding.