Branding of the legendary “Aragvi” restaurant was based on its rich history and significance. Established in 1938, “Aragvi” remained on of the most iconic destinations in the cultural life of the city for the next half century.
While creating the visual image of the restaurant, we have studied in detail the identity of the restaurants of Caucasian cuisine in Moscow, and defined the desired associations with a new image and the specifications of the future “Aragvi” trademark.
The philosophy behind “Aragvi’s” logotype and corporate identity was based on the traditional Armenian motifs inline with original and memorable elements – simple and convenient to use, at the same time.
To highlight the individual image of “Aragvi” among its competitors, we have decided to minimize the use of popular and replicated forms in the logotype, as well as to avoid the symbols that are not directly linked to the restaurant theme. We have applied four images: pomegranate, grapes, sheep and fish – as symbols that correspond closely with Caucasian gastronomy, taste specifications as well as regional affiliation. On the top of it, our designers identified additional elements that indicate brand’s relationship with Armenia. Traditional ornaments and inter-weavings, as well as the symbols of flower and cross -that are the oldest and most common symbols in the Armenian culture, contribute to the formation of the integrity and the sense of historical significance of the visual image.
To enhance the perceptions of the quality and sustainability, “Aragvi’s” new trademark acquired a shape inscribed in a circle, completely losing its sharp edges, which made it not only original and memorable, but also easy to use – preserving the proportions and avoiding losses and distortions in any mode of reproducing.
Within the framework of the project we have also developed “Aragvi’s” signature ornament, which united the classic shape of the inter-weave – specific for the Armenian ornaments, four symbols of animals: bull, sheep, bird and fish, and four symbols of plants: grape, pomegranate, apricot and wheat – symbolizing the abundance of nature, fertility and the gastronomical region. The branded ornament, along with the logotype and “Aragvi” writing, provided the basis for the visual image of the new restaurant, organically complementing the corporate style elements: dishes, brand paper, packaging bags, matches, menus, etc., and reflecting in the restaurant’s interior, entrance design and elements of outdoor navigation.
Aghasi Kntekhtsyan – Project Management
Vadim Tischenko – Graphic design
Tatiana Maschenko – Graphic design and mockups
Philip Trufanov – Copyrighting
Philip Repin – Visualizations