Mini R | Matali Crasset

Design collaboration: matali crasset + Praline Project management: Terres Nuages The grocery shop project for Toulouse University is part of a larger initiative to rebrand the student food services available within university environments in France. This initiative has been undertaken by the CROUS, and the new services have been designed by matali crasset, alongside the graphic design agency Praline, assisted by Dominique Serrell from Terres Nuages as project manager. The research undertaken by this initiative gave rise to two concepts: – The Mini R where you can go eat – The Mini M to buy food The Mini M Mini is the local small-scale grocery, providing a convenient service in student campuses which are located far from city-centers or shopping centers. The brief set by the CNOUS was to create 3 fast food service concepts that could be implemented in the various CROUS. With this in mind, we wanted these concepts to reflect the basic culture and values of the CROUS: social networks, initiative, exchange and participation. The CROUS is an innovative organization that promotes the student values of hospitality, assistance, fairness, equality and service. We decided with the CNOUS to create one overall brand name, with three of four sub-brands, allowing for future evolution or adaptation. The brand had to promote both the idea of taking time to eat together, or meeting friends over a quick meal.