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Taking a ‘simple’ sandwich and making it special
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LOUISA Birkhahn’s story of Tartine started off long before she opened this lovely, intimate all-day brunch cafe on the leafy Jianguo Road.
A couple of years ago, she had a branding class at university in London and had to design a brand book for a lunch dining concept. “The moment the project was introduced to our class I drew a logo of a tartine with its name on a piece of paper,” the young German entrepreneur said.
“To me it was a perfect lunch-time snack as it is easy to prepare and quick to eat, and that logo with the shape of the bread occurred to me to be memorable to customers.”
She continued to develop a whole brand book around the concept. Although it started as a vision and a reality seemed far away, when she moved to Shanghai last year she was encouraged to do a pop-up based on this university-time idea.
“In late 2017, we had a one-month tartine brunch pop-up which made the whole project much more real and started off the real process of setting it up,” she said. “In fact, it went quite quickly from there — finding a location, renovation, soft launch … and finally arriving at a much more refined and personal version of the brand.”
As the name clearly points out, the main focus is tartines — slices of bread topped with sweet or savory spreadable food.
“Despite being a simple open-faced sandwich, it allows for many different flavors and a colorful look due to the visibility of toppings. That’s why I like to tag our tartines adventurous toasts,” Birkhahn said.
“I think the ease of eating a tartine and its nutritional benefits are a healthy breakfast/lunch option that sustains you with a slow release of energy throughout the day without giving you uncontrolled energy spikes.”
The signatures are Avocado Tartine and Salmon Beetroot Tartine with jasmine tea hot-smoked salmon. The housemade granola comes with house-made yogurt, and raspberry chia jam or their vegan chia pudding with a banana caramel cream offer sweet breakfast alternatives.
The menu features a couple of other options that fall under the same concept of providing nutritious simple foods so that people feel happy and revived.
Aside from a comfortable, healthy meal at Tartine, one can take home with the same experience by buying some of the ingredients at Tartine.
Tartine features a wall of curated lifestyle products from healthy food ingredients to scented candles, boutique liquor and wine.
“It’s about the lifestyle of living happy and healthy with beautiful food and memories collected together with loved ones,” she said. “I love concept shops that radiate different experiences surrounding a brand.”
Tartine
Opening hours: 7:30am-6:30pm (Monday-Friday); 8:30am-6:30pm (weekends)
Tel: 6029-6353
Address: 406-1 Jianguo Rd W.
Average price: 90 yuan
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