Branding
The logo for Tante Marlene was proposed by founder Germán Kleinknecht and is a modern interpretation of Munich’s coat of arms, featuring the restaurant name and the tagline “GERMAN RESTAURANT.” This original logo has remained unchanged over the years, as it became an easily recognized symbol among customers.
For a brief period of less than two years, the restaurant moved to a different neighborhood and rebranded as Biergeist—German for “Beer Spirit”—with the concept of a Biergarten that emphasized beer and finger food. However, this transition proved challenging due to the name’s difficult pronunciation for Chilean customers, which led to a decline in local patronage despite attracting more tourists. Eventually, the restaurant returned to its roots under the Tante Marlene name and expanded its brand identity to include a modern website and updated menu offerings. This revitalization formed the foundation for much of the restaurant’s current content.
Color Palette
The color scheme blends Bavarian blue with elements inspired by Munich’s flag—yellow and black—and should always be paired with white for consistency.
Typefaces
Cloister Black / headlines and display
Lato / body text
Pattern
The chosen pattern, used primarily as a decorative element on social media and restaurant tablecloths, is inspired by the Bavarian lozenge flag (Rautenflagge). This design traces back to the Wittelsbach dynasty, which ruled Bavaria until 1918.
Product photography
During the development of the website and initial menu, product photography sessions were organized to showcase the restaurant’s dishes and highlight their visual appeal. With a focus on creating appetite-inducing imagery, simple yet effective equipment was used to capture vibrant photos that convey the unique characteristics of this cuisine.
Menu Design
Food Menu
For the latest menu design, we aimed to include visual representations of each dish. This decision came after observing that customers preferred to see photos of their food before ordering, particularly with German cuisine, which is less familiar than other international cuisines. To achieve this, we hired professional photographer Renzo Procaccio to capture overhead shots of the entire menu.
Client feedback and experience also led us to restructure the menu by offering curated dish combinations, replacing the previous format where customers could freely customize their meals. This change streamlined kitchen operations and allowed the chef to present thoughtfully paired textures and flavors for the best dining experience.
Drinks Menu
In line with the approach taken for the Food Menu, the Drinks Menu features images of each beer available at the restaurant. As a venue specializing in German cuisine and European beers, we ensured that all relevant details were provided. This includes the type of beer, color, ABV (alcohol by volume), IBU (bitterness), calorie content, serving temperature, and place of origin.
Web Design
The website was developed with a focus on prioritizing the user’s most important tasks. We aimed to showcase the restaurant’s history and identity while prominently featuring the menu. This proved especially useful during the COVID-19 pandemic, as local regulations shifted all menu interactions to digital formats.
The site also includes features for reserving a table and contacting the restaurant via form, phone call, or email. Additionally, footage from the photography sessions was used to create a video highlighting the restaurant’s interiors, terrace, and surrounding area.
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