We developed a friendly and modern identity under the name “simple.” — a name that encapsulates the restaurant's philosophy with clarity and charm. The visual language, built on natural textures, clean typography, and playful illustrations, reflects the honest, minimal approach to food. A detailed brand guideline included custom icon sets, multiple menus, sticker packs, and storytelling-driven posters that narrate whimsical tales of ingredients and kitchen life. The interior used raw materials and everyday objects repurposed with wit — turning shovels into door handles and rolling pins into drink menus — all reinforcing the core concept: be simple, eat simple.

The mission was to create a cohesive brand identity for a new-generation fast-food restaurant focused on local, seasonal ingredients — without leaning into clichés of rustic or vegetarian aesthetics. The task went beyond naming and visuals; it included a complete interior design concept. Achieving harmony between branding and spatial experience required close collaboration with architect Anna Domovesova from the ensuring that every element worked in synergy.