by ibby
Aut: Authentic Design, Round Two — A warm, honest brand identity born in Tbilisi through second chances, soulful visuals, and real conversation.
Sometimes design inspiration arrives not through a brief, but from something you eat. When Marina Makarova first sampled a wrap at Aut, a street-food spot in Tbilisi, Georgia, she wasn’t thinking about branding—just flavor. That wrap? It tasted like home, like honesty. It left her thinking: This place has soul—but no face.
Tbilisi is the capital of Georgia, a country straddling Eastern Europe and Western Asia in the South Caucasus. Founded in the 5th century, the city blends Ottoman domes, Soviet-era blocks, and lively food and art scenes. It’s a place where heritage meets gritty modernity—and it’s the perfect soil for a brand that wants to feel rooted.
First Draft (Too Polished)
Marina’s first attempt was neat. Clean logo, tidy palette, structured fonts. But the feedback was clear: “It’s pretty, but it’s not us.” Instead of walking away, she leaned in, asking more questions and really listening.
Second Try (Built Authentically)
Round two captured the spirit. The logo looks hand-drawn—like marker on a takeout bag. The palette is soft and sun-washed: muted reds, beige, charcoal, faded blue and green. Illustrations feel raw and imperfect. “This is exactly it.” No revisions. Full approval. Pure joy.
How the Brand Lives in Real Life
Aut’s identity isn’t just pixels—it’s lived branding. Signage that feels casual and inviting. Hoodies, aprons, and tees that feel like real clothes. Branded cups, food wrappers, and bags that carry mood as much as content.
Why Designers Should Care
Aut is a reminder that real brands feel honest. And honesty often takes two tries. It’s not about perfection—it’s about making something that feels like real life. If you’re a designer, this story is your permission slip: listen more, remake faster, find feeling before polish.
Explore the full project on Behance for all the visuals, sketches, and process details. It’s a design story worth savoring. 👉 View on Behance
