The PALU is a company that unites a group of restaurants. Brand name and identity was designed by Blasted On together with creative agency Fakel in 2020.

The name is formed from combination of the brothers names Pavel and Luka. The letter A is highlighted by a horizontal monogram, since it`s the first letter of the family name and has special meaning. For these reasons, on some media, the letter A replaces the brand symbol and becomes a self-sufficient sign. It complements cufflinks, tableware and invitation envelopes.

Our goal was to show, that the brand is saturated with Bulgarian traditions, we have selected fonts that balance the mood of the brand and give it a restrained, but at the same time flexible character and tone of voice. The main PALU font is strict, but The article in the style of Provence makes it clear that the brand, like a person, can respond to the situation and be hospitable and friendly with their friends and guests.

In communication, we paid tribute to the Bulgarian traditions of processing rawhide as clothing, but taking into account our love for animals, we chose eco leather. This decision made it possible to preserve the image of an expensive and courteous brand and at the same time remain modern while preserving nature.

After some time, we saw a positive response from the target audience and realized that we managed to achieve the right tone of voice for the brand and convey the warmth of the Bulgarian family tradition mixed with care and love for culinary and wine.