ROWDY APRICOT
Урюк (Uryuk) is a kind of apricots used to produce dry apricots, middle-Asian delight.
Chain of restaurants «Урюк» hit the market with new, completely reworked strategy and redesigned restaurants ‘Grand Урюк’ in order to attract a younger and more active audience. The classic design of restaurant chain, based on Uzbek patchwork tradition was replaced with a modern and stylish one to fit new chain setting, which combines high quality food and a trendy parties in chain restaurant.
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.
The classic “Урюк” chain had almost everything – the highest quality cuisine, professional staff, versatile entertainment options. The only thing they lack – something that would make people talk about the new restaurants… something bold, provoking and somewhat scandalous. This is how the new logo was born – a golden apricot with ambiguous curves, ironic and provocative.
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”. This bipolarity was further reflected in the brand identity which combines two contrasting approaches – organized chaos vs. order and simplicity. The golden apricot is the embodiment of vital power impossible to regulate. It appeals by 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 with 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.
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ROWDY APRICOT
Урюк（Uryuk）是一种杏子，用来生产中亚风味的杏干。
连锁餐厅«Урюк»以崭新的，完全重新设计的策略和经过重新设计的餐厅“ GrandУрюк”进入市场，以吸引更年轻，更活跃的观众。基于乌兹别克拼凑而成的传统餐厅连锁店的经典设计被现代时尚的店面所取代，以适应新的连锁店环境，该餐厅结合了高品质的食物和连锁餐厅的时尚派对。
关键点–豪华，智能，有趣–定义概念并传达新格式的信息。
出色的客户服务。专业的质量方针。时髦的派对，表演，音乐会。
经典的“Урюк”连锁店几乎应有尽有-最高品质的美食，专业的员工以及多种娱乐选择。他们唯一缺少的东西-会让人们谈论新餐馆的东西…大胆，令人发指并且有些丑闻。这就是新徽标的诞生方式–杏金，曲线模糊，具有讽刺意味和挑衅性。
金杏成为餐馆的主要形象。它完美地反映了品牌形象和定位的模棱两可特征–“不仅是餐厅，而且是永无止境的庆祝活动”。这种两极分化在品牌标识中得到了进一步体现，该标识结合了两种截然不同的方法：有组织的混乱与秩序与简洁。金杏是无法调节的重要力量的体现。它具有自发性和混乱性，因此具有吸引力。相同的混乱自然也会因身份而振动：金黄色的水果没有特定的位置-它散布在即兴的图案周围，并且可以出现在各个地方。这种混乱的原则是对立的，同时又有序和简单。夸张的逻辑性和超简单性也是其品牌特征的基础，同时具有挑衅性。
因此，简单的徽标，严格的设计元素比例以及精心设计的格式结构。这些方法可以相互独立或相交，从而为广告和品牌材料创建不可预测的设计解决方案。
