WILS
AMSTERDAM
Michelin-starred restaurant
by chef Joris Bijdendijk
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CLIENT
Wils, AmsterdamSCOPE
Brand identity
Art direction
Visual language
Brand expressionCONTEXT
Set opposite Amsterdam’s Olympic Stadium, Wils is the Michelin-starred restaurant of chef Joris Bijdendijk. Named after architect Jan Wils, the restaurant places fire at the heart of its cuisine — a reference to the Olympic flame first lit there in 1928.CREATIVE DIRECTION
The identity draws on this elemental idea. A monogram built around the movement of a flame becomes the restaurant’s signature — graphic, precise and deliberately understated. Extending from the restaurant to Wils Bakery Café, and across digital, print and the dining experience, the identity creates a distinctive and coherent world around Wils.
WHEN FIRE becomes
a signature
Set opposite Amsterdam’s Olympic Stadium, Wils is the Michelin-starred restaurant of chef Joris Bijdendijk. Fire sits at the heart of both the cuisine and the place — becoming the natural starting point for the identity.
FROM FLAME
TO SIGNATURE
The identity translates fire into a graphic gesture. Inspired by the movement of a flame, the monogram becomes Wils’ signature — elemental, precise and immediately recognisable.
IDENTITY IN USE
Designed as a flexible visual system, the identity continues to shape Wils across its digital and physical touchpoints.
at the table
Menus and table details extend the identity into the dining experience — quietly carrying the same visual language from brand to table.
