Our goal was to create a brand identity for a neo-bistro that combines the convenience and speed of fast food with the atmosphere and quality of a high-end café or restaurant. The branding needed to be simple, recognizable, and versatile to support the brand’s ambition of becoming an international café chain. It had to appeal to a broad audience, including families, and evoke warmth, comfort, and emotional connection.

The logo is based on a soft, rounded shape reminiscent of rolled-out dough. It does not strive for perfect geometry, remaining organic and natural, evoking the hands of a craftsman and the artisanal approach to cooking. The signature, slightly bold typeface "breathes" softness and comfort, symbolizing carefully arranged pizza ingredients. The vibrant orange color conveys energy, hospitality, and appetite, instantly drawing attention and evoking warmth from the oven. The logo feels like an invitation to the table, visually reflecting the care poured into every product and becoming a symbol of joy, warmth, and unique flavor.

By taking the shape of the logo and adding additional elements, we transformed it into playful representations of ingredients and characters. These icons expand the brand’s communication possibilities, bringing warmth and creativity to its visual language. In addition to their standalone use, they come together to form a signature pattern that becomes a key element of the brand’s style. This pattern can be applied across various brand assets, such as pizza liners, merchandise, and staff uniforms, enhancing the brand’s cohesive and inviting atmosphere

A key element of the brand’s identity is the character named Varlam, inspired by a protagonist from an old movie. Varlam is a boy — a bit mischievous, charismatic, yet kind and noble. He communicates directly with customers, delivering heartfelt and personal messages through handwritten text bubbles. The character’s illustrations are minimalist, black-and-white, and contour-based, emphasizing simplicity and elegance. The objects Varlam interacts with — such as a delivery scooter, a tote bag, or a coffee cup — are rendered in the signature orange color as bold, contour-free shapes. These vibrant accents enhance the brand’s visual identity, add dynamism to the illustrations, and highlight their playful and warm character

The brand’s visual identity is designed to establish a deep and versatile connection with customers through two complementary approaches. The first focuses on creating a personal and emotional bond by humanizing the brand with a character and warm, handwritten messages. The second emphasizes the strength of the brand’s visual consistency, ensuring recognition and impact across various touchpoints. Together, these strategies build a well-rounded brand experience that resonates with customers on both personal and visual levels.