The New Face Of Gruzin.by

Creative Agency: Pocket Rocket
Art Director: Denis Trusilo
Designer: Anna Protsenka
Project Type: Concept
Location: Minsk, Belarus
Packaging Contents: Georgian Fast Food
Packaging Substrate / Materials: Paper, plastic

Challenge:
Gruzin.by already had an authentic restaurant of Georgian cuisine in Minsk. Their new idea was to start a Georgian fast food place, first in Belarus. Our mission was to help them in developing fresh visual language that would be self-sufficient and communicate the idea of traditional food in the context of a big city.

Solution:
We developed a design-system that reflects Georgian hospitality in a very modern and emotional way. For the logo a custom typography was created using elements from traditional ornaments. We created a friendly brand-mascot based on the national dish called khinkali. Parodying a Georgian man, khinkali orders “Kill the hung-uh!” and smacks her lips saying “Uh-mazing food!”. The character is quite magnetizing to both adults and kids. We also used clear pattern as additional element, it was based on traditional Georgian carpet elements.

Results:
Social media users really liked the khinkali character and its emotional communication. We’ve got a lot of likes and shares. Today khinkali is a recognizable personage with its own unique style. The corporate identity worked so good for the restaurant owners that they decided to develop their restaurant chain and launch one more spot. What is more, this identity won a silver medal in 27th Red Apple International Advertising Festival in 2017.

What’s Unique?
As a major color we used cold no-food light turquoise that is very unusual for the Georgian catering and Belarussian customer. On the package – a bold minimalistic khinkali instead of the traditional photos of Georgian cuisine. In general, the combination of the colors, patterns and shapes appeared to be rather unique for the Georgian fast-food.