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Mountain landscape from the MIS project's visual materials
Visual context from the project's working materials

Restaurant · brand platform and identity

MIS

SOCHI / ADLER

Tradition and modernity at one table

We built the restaurant brand's strategic and visual foundations: positioning, platform, meaning, logo, brand graphics, and detailed system usage guidelines.

The initial request

We uncover a restaurant's character and express it through design

MIS was developing as a restaurant with Armenian roots and a focus on meat and regional cuisine. But the brand needed to go beyond a national or product-based definition: it required an idea that could bring people together and leave room for the menu to evolve.

Strategic challenge

Connect cultural heritage, a contemporary approach to cuisine, hospitality, and a high service standard in one clear position.

The practical task

Create a system that works from facade and menu to social media, wayfinding, packaging, and business materials.

Bringing people together through hospitality and wonderful food.

A message of Caucasian hospitality United by the traditions of national cuisine Armenian Meat Lovers Restaurant Business lunch A restaurant with a spirit of hospitality Armenian Meat Lovers Restaurant newspaper poster United by the traditions of national cuisine Armenian Meat Lovers Restaurant
System overview: messaging, color, graphics, and applications

Brand platform

Old and new.
Shared hospitality.

The brand platform defines duality as the combination of national culinary traditions and chefs' fresh perspectives, Caucasian hospitality and contemporary standards, cultural motifs and a modern setting.

The idea behind the brand

Traditions and a contemporary outlook, united by a love of good food.

01

Traditions

Respect for cultural heritage and national cuisine without literal imitation.

02

Connection

The table as a meeting place for loved ones, friends, and the local community.

03

Experiences

New culinary experiences, atmosphere, and the pleasure of good food.

Archetype

Explorer

The brand introduces guests to culture and cuisine, encourages them to try something new, and tells stories through dining experiences.

Brand meaning

The restaurant
that brings us together

MIS is not confined to one category. The main tagline expresses the restaurant's role, while descriptors and headlines adjust the emphasis for each communication.

  • Meat & Spices
  • We share your love of meat
  • A contemporary take on ethnic cuisine
  • Bringing people together through a love of good food
MEAT & SPICESTHE RESTAURANT THAT BRINGS US TOGETHERMEAT & SPICES

Identity

A table full of dishes
becomes the word MIS

The mark is built from ten circles. Seen from above, it resembles a table with plates and bowls; rounded geometry adds friendliness, while a cohesive silhouette stays recognizable at different scales.

MIS primary logoPrimary logo version
MIS brand lockup with descriptorBrand lockup · logo and descriptor
BLACK#000000
WINE#6A3D36
SAND#D5BA8E
CREAM#EAE6DC
ORANGE#FF7300

The restaurant that brings us together

Wix Madefor DisplayPrimary brand typefacePodkovaAccent display typeface
The first MIS brand ornamentWeaving motif
Second MIS brand ornamentModular graphics
Third MIS brand ornamentWayfinding accent

The system in application

The identity works
in the guest experience

The materials below are design visualizations and layouts from the project's working files. They document the system we developed, not the production of physical quantities.

Visualization of the MIS newspaper menu
Newspaper menu · design rendering
Visualization of an MIS branded bag
Takeout packaging · design rendering
Visualization of die-cut MIS business cards
Logo-shaped business cards · design rendering
Visualization of an MIS restaurant check design
Restaurant check design · design rendering
Visualization of an MIS wayfinding sign
Wayfinding
Round MIS coasters with brand ornament beside a cup
Round coasters with the brand ornament

Digital system

One language, different reasons to visit

MIS social media post grid
Post and message templates
MIS branded social media banner
Horizontal digital banner

Application context

The system responds to the restaurant's real environment

MIS tabletop menu in the restaurant interior
Menu in the restaurant interior
Open newspaper-format MIS menu in a restaurant guest's hands
Newspaper menu in the restaurant interior
MIS restaurant entrance with branding
Entrance

Project outcome

The brand gained a verbal and visual system

The project established a foundation for consistent work by the MIS team and contractors, from the central idea to logo placement rules and communication templates.

  • Positioning and brand platform
  • Philosophy, values, mission, and audience
  • Archetype and communication strategy
  • Tagline, descriptors, and headlines
  • Logo, brand lockup, color, and typography
  • Graphic elements and application system
  • Brand book and visual identity guidelines
MIS logo above a shared table of dishes
The logo's visual metaphor: a shared table viewed from above

Next case study

Another restaurant project: identity and practical guidelines for a fast-food format.

Explore HANDWICH
HANDWICH
Next project ↗

The first conversation

We find the idea that brings the brand together

Tell us what is changing in your project and where the old system no longer helps. We will determine what to build first: positioning, language, or identity.

Discuss your challenge
Telegram@goryanin_a↗Emaildesign@goryaninbrothers.ru↗
Phone+7 921 791-93-18
OfficeSt. Petersburg
Atlantic City, 126B Savushkina Street