Pergola
A fine-dining brand concept rooted in Armenian and Georgian heritage. I employed traditional linocut techniques and hand-carved symbols to create a tactile identity that celebrates cultural storytelling.
Branding
Craft
Hospitality
A Synthesis of Heritage and Harmony
To create a brand identity for a dining concept that honors the deep, intertwined roots of Armenian and Georgian traditions without falling into caricature. The hurdle was to bridge the gap between ancient cultural symbols—the pomegranate and the kvevri—and the refined, minimalist aesthetic of a modern fine-dining establishment.
I led a research-driven branding process rooted in "intentional gathering." Using traditional linocut techniques, I hand-carved and pressed the visual elements to ensure the brand carried a tactile, human soul. By synthesizing the Armenian pomegranate and the Georgian kvevri into a singular, balanced mark, I established a visual language that feels both aged as tradition and fresh.
Preserving Tradition through Tangible Artistry
The use of manual craftsmanship creates a brand presence that is impossible to replicate with digital-only tools. To ensure the concept remained efficient and scalable in a restaurant environment, I translated these analog textures into a suite of digital assets. The result is an identity system that grounds the guest experience in storytelling, ensuring that every touchpoint—from the menu to the signage—is a testament to abundance and heritage.
