Restart gruzin.by 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as the presence of ultra-modern and friendly elements; the new style should last at least five years and not become outdated.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. The agency designed a live character that changes shape and appearance depending on the context.
It soon became clear that graphic techniques alone would not be enough to convey the full range of "Georgian" emotions and to create drama. It was decided to develop a whole verbal communication, khinkal began to communicate with a Georgian accent. 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 end.
The identity itself is designed to draw attention to the product, it contains a small amount of detail, bright and a little daring.
As part of the brand identity, patterns based on the weaving of Georgian carpets were developed. At the same time, no Georgian rugs were harmed. Georgian motifs are also used in the typographic solution: the main lettering contains authentic elements.
It's great that the interior was redesigned as part of the rebranding, so Pocket Rocket worked with Level 80 Architects to create a cozy, functional space.
Re-launch was a great success — the customers liked the khinkal and the new face of the place. As a result, a new audience was gained, as well as a large number of social media mentions.
