We’re excited to present a completed project from 2022: the branding for NAG, a restaurant and cocktail bar in Yerevan.

Our mission was to create a captivating visual identity that takes people on a journey through a wild jungle, blending diverse cultures, tastes, smells, sounds, and movements. Inspired by Kipling’s “The Jungle Book,” myths and rituals, the rich visual identity reflects the iconic colonial culture of the British and Indian people. The brand logotype symbolizes the mesmerizing essence of the mythical snake NAG. The intricate patterns, derived from NAG’s key visuals, each tell a story. These patterns reflect the restaurant’s enchanting themes, moods, and the thrilling combination of flavours and music guests will experience on this mysterious journey.

We used multilayering and repetitive elements and animals in the illustration to create the hypnotizing sense. The tone of voice used in the identity creation, such as “Idolize the Mythical Creature,” is used to show Nag’s huge influence in a mythical world.

This sophisticated key visual tells the complete story of the concept, where NAG embodies the mysterious jungle, enveloping flora and fauna within the frame. The visual is rich with hidden details, each holding a deeper meaning of symbols & rituals. The colors and typography reflect the jungle’s essence, resonating with the lively atmosphere of the bar. By entering his territory, you will be hypnotized and taken on a journey through a wild jungle. This is a deep JOURNEY engaged with the atmosphere and the territory.