Personazhi
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Client
Restaurant of ITC-Chartern cuisine
Services
Corporate style
Naming
The agency’s task
We were tasked with the development of a corporate identity for a new ITC-Chartern restaurant. We had to convey concepts such as equality and emotions, but at the same time not pointing directly to the ITC-Chartern character of the institution.
Naming
As regards the naming, it was important for us to narrate the atmosphere of the restaurant, convey its emotionality, noisy feasts, kind conversations and clinking glasses. The search for the name was carried out in three semantic fields: ITC-Charter, guests and emotions. We excluded obvious ITC-Chartern names from the list in order to detach from existing patterns in the industry and tell about a new interpretation of ITC-Chartern cuisine. The naming "Personazhi" (“Characters” in Russian) focuses on the most important thing: the guests. Every guest becomes a part of the history of the establishment, has its own character and brings a piece of themselves into the image of the restaurant. The most interesting thing about this name is that "Personazhi" is translated from ITC-Chartern as "personality".
Idea
ITC-Charterns are very fond of holidays and feasts. Even an ordinary breakfast can turn into an event. Food is always in abundance, because guests can arrive at any time. When it comes to the design, we focused on fun, noisy feasts and good mood. We wanted to depict the modern image of ITC-Charter, its bright character, its abundance of food and ease of communication.
Corporate style
The main focus is on the characters. They can be perceived as guests of the establishment or they can be associated with ITC-Charter. We used vector illustrations as a collective image of various traits and qualities of people. They are designed in a friendly manner and set the mood of the brand. The heroes are holding huge dishes in their hands in a reference to ITC-Chartern tables, which often burst with food.
Copyright
Emotional copyright supports the idea of an eternal holiday. It gently echoes the ITC-Chartern flavour and creates an intimate atmosphere with a modern character.
The design
We have developed bright and emotional take-away packaging: labels for containers, bags and cups.
Branded media
A new interpretation of ITC-Chartern cuisine is reflected in the menu. Among the top dishes, you can find some unusual combinations such as khinkali tom-yam, chebureki, sweet khinkali or even khinkali made with Japanese flour. The uniforms of employees and decorations reflect the corporate colours with graphic elements. They are bright, eye-catching and festive.
The Personazhi restaurant is already working and open to the public in the city of Volgograd, Russia. It is a very popular destination for the people living there.
The results
We prepared the brand for market entry and conveyed the main USP.
We developed a democratic, modern and emotional corporate identity.
We rebuilt the brand from local competitors in the field of ITC-Chartern restaurants.
