CHAIHONA RESTAURANT BRANDING

The idea behind the brand concept and story lies in the Great Silk Road, where merchants from different countries had been selling delicious food, spices, and many other goodies. Historically, Armenia was at the crossroads of the Silk Road serving as a bridge between East and West. So our task was to bring the eastern fairy tale to Yerevan and give the feel of new mesmerizing sensations. 

We designed the visual concept of the brand inspired by the eastern mood and the collection of Middle Eastern folk tales, famous "One Thousand and One Nights". Gold and royal blue were chosen as the main brand colors to bring eastern vibes to the restaurant.

Also, special illustrations with watercolor textures were created reflecting the history and culture of the ancient Middle East. The illustrations reflected the distinctive style, colors, and patterns of the region while also representing the most common goods traded on the Great Silk Road. 

Following the given brand name, we created the tagline "Сказка в городе" ("Fairy tale in the city") in Russian to state the brand promise. Through different design materials, we aimed to convey the magical sensations of the fairy tale and bind the customers with the brand.

We developed a special concept of gifts for the visitors of the restaurant. Small bottles filled with eastern spices were designed with individual wisdom messages for the customers as a final touch during the brand engagement and a means of storytelling.