The Value of Sharing

Combining Nordic food culture with Asian culinary tradition, Sanoi wanted to open up a new world of taste experiences through sharing menus and genuine joy in food. Ahead of the launch, Nonspace developed the restaurant’s new brand identity. Rooted in Sanoi’s core qualities, we developed a brand story and visual profile that formed the basis of a concept built on the value of sharing, through the brand platform “When we share, the world grows bigger”.

In recent years, Trondheim has established itself as a strong food city, with several Michelin stars. Fagn founder Jonas Nåvik is a familiar name on the Trøndelag Michelin scene, but with his new restaurant concept, Sanoi, he wanted to create a more approachable and relaxed atmosphere.

The challenge was to position Sanoi in a growing and increasingly competitive market, with a concept that would engage and inspire food enthusiasts, while the main focus was on creating a place where most people would feel at home and welcome. Sanoi also wanted to challenge its guests in a positive way, with new flavour combinations drawing on cuisines from around the world.

“When we share, the world grows bigger” is an invitation to open up to shared experiences through sharing food, stories and moments. The concept highlights the importance of interaction and community in an increasingly fragmented world. It recognises that when we share, we get the chance to discover new flavours and cultures, build strong bonds and create memories together.

The brand platform presents sharing as a source of inspiration and sensory enrichment, with Sanoi as a place where people come together and experience the joy of sharing food and moments with others. The concept also conveys a vision of greater understanding and respect for different food cultures and traditions through sharing flavours across borders.

Visually, the concept came to life through a fusion of form, where different dishes, flavours and cultures come together and create something new. The stacking of plates and bowls allows for a playful visual language with a generous feel. The food containers translate into graphic containers for content, imagery and decoration, used in digital and physical spaces and in wayfinding.

In the platform, we wanted to cover the most important and distinctive sides of Sanoi, from a menu designed to be eaten and experienced together to the inclusive atmosphere of the restaurant, including a dedicated sharing table built into the interior. The brand platform also created space for Sanoi’s visual identity, where stacked bowls became a symbol both of sharing food with many people and of the many dishes shared around the table at Sanoi. The concept communicates the restaurant’s core message of generosity, community and sharing.