Branding for the Mekong restaurant
Custom development
In-depth interviews
Brand Platform
Logo
Corporate Identity
Packaging
Implementation
Branding
The Mekong restaurant in the center of St. Petersburg is a gastronomic journey into experimental Pan-Asian cuisine. A vibrant experience for those seeking new flavor combinations in the atmosphere of futuristic modern Asia.
Mekong is a name inspired by the sacred river flowing through 6 countries of Indochina.
About the client
We were tasked with developing a modern, convenient website that would allow guests to book tables, order food to go, and submit requests for corporate events and parties.
Request
During the detailed audit, it became clear: creating a website without reimagining the key elements of the brand would not allow us to form a cohesive and memorable brand image. This approach would have led to a fragmented perception of the brand.
This gave rise to the idea of starting with a solid semantic and visual 'foundation' — a brand platform and new identity that would serve as the starting point for all brand communications. And the website within this system is one of the marketing tools that helps the business grow and develop.
In addition to the founder, the restaurant's concept is also shaped by its brand chef — a co-owner of the establishment. During the audit prior to developing the identity, we discovered that each owner embeds their own meanings into the design of the restaurant. The founder prefers Asian accents, neon, and futurism, while the brand chef leans toward minimalism. In our work, it was important to merge these two perspectives into one, so that the restaurant's style becomes an organic embodiment of its concept, close to both owners.
Features of the task
Two worlds of design — Asian futurism and restrained minimalism — clash, creating conflict.
Solution
Asia is a region of contrasts. Therefore, in the identity of Mekong, two opposite elements have harmoniously merged: minimalism of modern megacities and vivid individuality of Asian culture.
The fusion of Asian futurism and restrained minimalism in the design of Mekong.
In this duo, the turbulent waters of the Mekong River have transformed into whimsical graphic lines — a symbol of life's fleeting nature and the endlessness of the spirit.
The traditional Chinese costume hanfu wrapped in a vibrant grapheme "M", also reminiscent of the Mekong delta.
The traditional Chinese costume hanfu wrapped in a vibrant grapheme "M", also reminiscent of the Mekong delta.
In the graphic part, monolithicity and fluidity are combined. The typography is a readable slab grotesque. This approach allows one to highlight and make the sign memorable, which affects brand recognition and further brand development.
Logo
We have created an image that conveys several symbols. Each has its own history, refers to recognizable elements of Asian culture, and transfers associations to the restaurant brand. This enriches the brand's toolkit, the visual language of the brand, making it more expressive and enabling effective branding of media, thus strengthening associations with the restaurant.
In the product packaging, we continued developing the theme of uniting two worlds — the swift present and the valuable past. We combined the neon pattern with the brand's graphic forms and the classic combination of 'black and white.' Such a design turned the packaging into a powerful branding tool that stands out among competitors and easily attracts consumer attention.
We added a touch of originality to the restaurant's printed menu: we complemented the tablet with a unique pattern with UV-lacquered details for tactility and durability, which allows maintaining freshness and a presentable appearance over a long period.
We also chose thick paper with a natural texture and proposed a concise layout. Let nothing distract the guest from enjoying the dish — except for the pleasure of contemplation and touch.
Packaging
After developing the identity, we offered the client authorial supervision. Accompanying them at every stage — from searching for materials to selecting contractors — we found the best solutions in the production of print and merchandising.
The bottles went through a series of tests in search of the most successful form, color, and production cost.
We proposed 'repackaging' the restaurant's social networks so that guests could feel the style of modern Asia and immerse themselves in these sensations, becoming part of the community. We developed post formatting templates that allow maintaining brand recognizability in the user feed, while the marketer spends less time preparing publications.
Thanks to the developed brand platform, striking identity, and functional website, the number of reservations at Mekong increased from 15 to 32 within a month. Positive feedback from both new and regular restaurant clients reflected the quality of the work completed. The client received a complete guide for using the brand style, which can be used to build further brand development strategy, as well as a set of ready-made materials for use in marketing and advertising, enabling the client to effectively implement the new branding without additional effort.
Result
Project Team
artistic director
Ludwig Bystrovskiy
secret advisor
Sarhan Gromov
brand designer
Daria Orlova
art director
Vladimir Prosto
designer
Alisa Yasnaya
illustrator, designer
designer
Viktoriya Lusikova
Anastasia Spiridonova
strategist
Vita Rubezhanskaya
editor
Yelena Zhukovskaya
project manager