Visual Identity for Restaurant Buech

Why make a rustic restaurant look slightly edgy?

Onari Projects created a new visual identity for the historic Restaurant Buech overlooking Lake Zurich. The design contrasts the rustic, wood-filled interior with a bold and fresh graphic language that feels slightly edgy yet harmonious with the restaurant’s floral and nostalgic atmosphere. Original architectural details inspired a reinterpretation of forms and motifs into a distinctive contemporary expression.

Insights

The core design move was deliberate contrast: Onari Projects paired the rustic, wood-heavy, nostalgic interior with a “bold and fresh graphic approach” that feels “slightly unexpected and a little edgy,” yet still matches the floral atmosphere.
The identity isn’t generic branding; it reinterprets original architectural details and familiar house motifs into a more distinctive contemporary visual language, using the building itself as design source material.
Restaurant Buech has deep historical context: it has stood above Herrliberg for more than 100 years, sits among beech trees and an old vineyard with Riesling Silvaner grapes, and is known for “probably the most beautiful view over Lake Zurich.”
Andreas Caminada framed the reopening as a long-term project, calling Buech “a place with a long history and great potential” and saying, “We are not planning a fine dining concept,” instead focusing on regional, seasonal dining and “new culinary accents.”
Onari Projects is a Zurich studio focused on art direction, signage, identity, and editorial, with “a special interest in type in space”; the interiors were handled by Atelier Zürich and the photography by Marie-Christine Gerber.