apetito AG
Cyclos Design GmbH
Art Director
Campaign Keyvisuals
apetito is a catering service helping hospitals move towards modern, digital catering management. Its offer connects the practical demands of running a kitchen with the quality of the meals patients receive, supporting both the people preparing food and those being cared for.
With the campaign “The Kitchen of the Future,” we aimed to convince hospital decision-makers to switch to apetito’s digital catering management, making kitchen operations more efficient while improving the patient dining experience.
How can we position apetito as a partner for hospitals balancing financial pressure, strict hygiene and quality standards, and patient satisfaction?
I developed the campaign’s look and feel, giving the “Zukunftsküche” concept a clear visual identity.
“Wir machen Zukunftsküche” (We make future kitchen) gave apetito a clear proposition: a route to modern hospital catering that eases the workload for staff and improves the patient experience.
The switch made this change tangible. A phased mailing campaign introduced the offer step by step, addressing the priorities of kitchen managers, administrators and hospital leadership. Each stage built understanding of how apetito could support the transition to digital catering management.
The distinctive switch became its central element, expressing the move towards a modern catering system through a simple, recognisable gesture.
The campaign "kitchen of the future" continues to shape apetito’s communication today, becoming part of how the brand presents its hospital catering expertise.
That vision is already a reality at diverse hospitals, where apetito’s COMPACT X system gives patients a daily choice of 21 lunch menus à la carte, bringing greater flexibility and variety to hospital dining.
