Beletage is an elegant restaurant with Mediterranean cuisine in the heart of Yerevan. It has been operating for decades, gaining the trust and appreciation of many clients. Despite the fact, that the restaurant has been operating for a long time, many years of activity wasn’t enough to become a successful restaurant nowadays. The old style of the restaurant made him lag far behind his rivals. As the market is huge, and full with stylish alternatives, being an old-fashioned was a serious problem for the future progress.

The main challenge for our team was transmitting a new breath and style to Beletege, with the new branding, that would be appropriate for its image. At the same time the new branding, had to be acceptable not only by the new clients, but also the old ones, matching the style and soul of Beletage and conveying the Mediterranean soul of the restaurant at the same time. Numerous options were discussed for the upcoming major update.

After long-lasting brainstorming session we developed following solution. Gathering the characters of people who have visited Beletage for years, we came up to the main idea. As each of them had its own unique place in the long history of the restaurant, we redesigned them to become an integral part of the Beletage branding. Our team created different interesting characters, transferring the elegance and positive energy of Beletage, with the aim to distinguish the brand with exclusive content. We also choose simple, but rich colours, that will be possible to print by the local production.