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This Belarusian Restaurant Branding Comes With An Adorable Mascot

by Natalie Mouradian on 02/13/2018 | 3 Minute Read


Pocket Rocket Creative designed this adorable packaging for Gruzin, a Belarusian restaurant that specializes in Georgian cuisine. The star of the design is the super cute mascot which is based on a Georgian favorite.

“Gruzin 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 with developing a fresh visual language that would be self-sufficient and communicate the idea of traditional food in the context of a big city.”


“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. Parodizing 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 an additional element, it was based on traditional Georgian carpet elements.”


“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 recognisable personage with its own unique style. What is more, the corporate identity worked so good for the restaurant owners that they decided to develop their restaurant chain and launch one more spot.”


Agency: Pocket Rocket Creative
Client: Gruzin
Art Director: Denis Trusilo
Designer: Anya Protsenka
Location: Minsk, Belarus

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