Rüedu brings fresh and regional food directly from the farm to the quarters in Berne – at any time of day or night. The products offered are traded fairly, sustainably and in partnership. As the claim sums it up: “honestly local”.
The word/figurative mark reflects the personality of the concept: smart, small but nice, social and full of joie de vivre and confidence. The choice of font is deliberately organic, to emphasise Rüedu’s values. It is also a subtle indication that food is welcome here that would be rejected in the wholesale trade because of the standards.
In the free-standing 18 square metre containers, farm shop charm and urban market flair meet and appear in a freshly interpreted urban dress. The encasing spruce wood creates accessibility, the white tiles, hinted market roofs and the neon writing set atmospheric accents.
The design concept stands for the new, local connectivity. Rüedu creates proximity to the product, because it creates an authentic space of trust between producers and consumers. In addition, Rüedu defies the rampant neighbourhood shop demise by contributing to the real digital matter of course in everyday life. Thus, night-time access is provided via the specially developed app, and shopping is self-service and cashless.
Rüedu is like the innovative grandson of ‘Aunt Emma’. Like a phoenix from the ashes, he plants himself with a resting nonchalance into the neighbourhood image – and moreover emancipates himself from the wholesale trade and the petrol station shops.
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