International · Mid-scale · Full Concept Development, Naming, Branding, Kitchen Planning & Recruitment · 2022
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VARI Brasserie & Grill brings the rich, meat-loving tradition of the Mediterranean to life with a butcher-to-table experience. From the bustling markets of Provence to the sunny coasts of Italy and Spain, the menu is a journey through the region's culinary history, each dish inspired by traditional recipes, made with the freshest ingredients, and served with a touch of modern flair. Rogier led full concept development for VARI — from naming and branding through kitchen planning and recruitment — building the concept and the team to run it.
A pan-Mediterranean brasserie concept risks feeling unfocused if it tries to cover too much culinary ground at once. The challenge was starting from a blank page — finding a name and brand identity, then building a menu, kitchen infrastructure, and team capable of doing justice to Provence, Italy, and Spain under one coherent roof.
Operational brasserie with a distinctive Mediterranean identity, built from the ground up: name, brand, kitchen, and team. The full concept development gave VARI a cohesive butcher-to-table proposition that guests can immediately place, sourced and staffed to deliver on that promise consistently.
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