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Task:
Brainstorming:
Restart gruzin and prepare the brand for active scaling, opening a chain of Georgian fast food.
The development of the network's identity implies laying some dynamics in the branding, as well as the presence of ultra-modern and friendly, the new style should last at least five years, not get outdated. And of course, it's very effective to set yourself apart from all the fast-food competitors.
Only a live khinkal - the boss of Georgian food - can sell Georgian food better than a charismatic Georgian. We designed a live character that changes shape and appearance depending on the context.
Logo:

Gruzin
True Georgian fast food

Khinkali — the new
mascot of Georgian
fastfood
Thus was born a super effective call to action — KILL THE HUNGER,
in this communication the khinkal sacrifices itself in order to feed the visitor, what a tragic happy ending
Catchy and intriguing personality
It was decided to develop a whole verbal communication, khinkal began to communicate with a Georgian accent.
Patterns that are built on the simple geometry of a Georgian carpet
The identity itself is designed to draw attention to the product, it contains a small amount of detail, bright and a little daring.
The main lettering contains authentic elements.
Georgian motifs are also used in the typographic solution.
THE QUICK BROWN FOX EATS A LAZY KHINKALI
DIN ROUND PRO BOLD
THE FONT IS SIMPLE AND GENTLE, AND IT BLENDS WELL WITH ILLUSTRATIONS.
Minimalist typography highlights the availability of food and the friendliness of the hosts
The main character won the hearts of all guests
We make you hungry by showing traditional food in a fancy and juicy way
A guest is a gift from God, and you will be treated as such.
"We changed the face of the brand, together with professionals from Pocket Rocket made it younger.
We managed to hit the trend or even create it! Every day in the institution we see new faces, the audience returns and responds well to our product."
Yuka Kust
Gruzin.by