Client
A team of professionals with long-running experience in the bar business decided to explore a new service — outsourced bar consulting to assist HoReCa companies in reinventing their cocktail lists.
Challenge
Client's predisposition was to reflect Russian cultural identity in the ideation behind the project. This signified an interesting challenge of applying traditional Russian motives in an unconventional manner to create an identity devoid of commonplace clichés.
Solution
Naming
While ideation we carefully investigated all the nuances of bartending and beyond it. When devising a new formula or cocktail presentation, bartender inspires with whatever is in sight. Certainly, mixing techniques and gustatory expertise is a must. A top-notch cocktail may include lettuce, pear or rocket salad, yet it requires this special thing 'smekalka' to produce a creation of taste and beauty.
'Smekalka' (approx. savvy, mother wit, acumen). This barely translatable Russian word hides nation's unique blend of practicality, inventiveness, and ingenuity.
Pattern
Reimagined Russian folk art patterned painting (see: Khokhloma, Gzhel) constitutes a novel and stylish aesthetics with a traditional backbone.
Logotype
Logo exhibits modern Antiqua's contrast — these fonts are typical for trendy periodicals. Fragmented components assemble into a wholesome logotype the way cocktails are mixed from ingredients.
