The main challenge was to transform the quintessential coffee shop of Iasi into a defining steakhouse and fine dining restaurant. The new location was developed with one goal in mind: to make sophisticated cuisine accessible to a wider audience but still retain a high degree of class. innerpride has been tasked to devise a new name, a new positioning and a new brand visual to encompass this new business philosophy.

The name CARBON was a bold choice for a fine dining restaurant. It is modern and very memorable. It resonates deeply with audiences and sends the right message - a restaurant where grilled meat is at home.
The symbol is firmly rooted in Carbon’s business imperative — making choices simple and attractive. Combining the letter C with a bull’s head silhouette resulted in a timeless monogram.

The new positioning: Fine Fire Food is a raw expression of the visceral cravings of the meat lover.

The overall look, from typeface choices to colors and prints such as menu and placecards breathes elegance and simplicity. The visual identity has an important but silent role, the main stage is reserved for the stars which are without question the dishes.

In two months since launch, Carbon has become the place of choice for the finest steaks or intricate Italian inspired plates. With its newly developed comprehensive visual identity, CARBON is well-positioned to continue the growth of its newly acquired status as a must visit location in Iasi.