I was commissioned to create the identity for Meringue Cafe chain in Moscow, a new competitive brand that respond to contemporary restorans.
After researching I established the core brand aims as ‘always fresh‘, ‘tasty‘, ‘contemporary‘, ‘compatitive‘,
‘fast‘, ‘qualitative‘, ‘not gimmicks‘. I established that most of competitors on Russian market are the same and doesn’t have strong fresh philosophy for fast food restorans.
I explored what would make the brand special, and what difference it would make to customers, as well as what would differentiate from its competitors. As ambitious designer I was looking to be different
and create an idea of fresh business as basis and in the same time simple and true.
During visual research I was inspired by fresh taste and color of raspberry desert, which become a basis
idea to drive it. I combined it with the basic beverages and deserts that served in the cafe which was transformed into simple pattern and fuchsia color with fresh green details.'Meringue Cafe et confiserie' based in Moscow