Grand Urük
category: restaurant branding
role: strategy, concept, art direction, design, photosession direction 
tools: InDesign, Photoshop, Illustrator, After Effects, Premiere, Autodesk Maya
year: 2016
links: project page on Tomatdesign website
Restaurant network Urük hit the market with a new, completely reworked strategy and redesigned Grand Urük restaurants in order to attract a younger and more active audience. Work was executed in collaboration with the Tomatdesign branding agency. Look complete overview on the Tomatdesign website. 

Apricot, the identity element

The key points—Luxury, Smart, Fun—define the conception and communicate the message of the new format. Splendid customer service. Professional approach to quality. Swanky parties, performances, concerts. 

…something bold, provoking, and somewhat scandalous. This is how the new logo was born—a golden apricot with ambiguous curves, ironic and provocative.

Magazine spread

The golden apricot became the key image of the restaurants. It perfectly reflects the ambiguous character of the brand image and positioning – «not just a restaurant but a never-ending celebration». 
The golden apricot is the embodiment of vital power impossible to regulate. It appeals to its spontaneous and chaotic nature.
The same chaotic nature vibrates through identity: the golden fruit doesn’t have a particular spot – it is scattered around the improvised pattern and can appear in various places.

This chaotic principle is opposed and at the same time complemented by order and simplicity. Hyperbolized logic and ultra-simplicity are also the basis of the brand identity alongside its provocative character. Hence, the simple logo, strict proportions of the design elements, and elaborated format structure. The approaches can be independent or intersect with each other to create unpredictable design solutions for advertising and brand materials.
Project team: 

Creative Director: Andrey Tarakanov
Art Directors: Anton Krivulya, Maria Krasina (Rabota)
Designers: Anton Krivulya (Rabota), Daria Ufaeva
Copywriter: Galina Evdokimova
3D Apricot: Alexander Zakharov
Animation: Alexander Zakharov
Music: Ain’t Sayin Nothin by Bilal Bashir & Divine Styler
Photographer, advertising shots: Dasha Yastrebova
Photographer, case shots: Nastya Chamkina
Managers: Egor Novozhen, Anna Plyaskova
Tomatdesign website