As you may have heard or not, the folks from Uber have introduced a while back, their own take on financial products and technologies that deliver additional value for the community. It's kind of their take at the Apple Card basically.
Brandon ArchibaldOdessa, Anna AlexandrovaOdessa and Boris AlexandrovOdessa worked on a super cool project, they created the brand identity and interior design for Souva, a restaurant that serves Greek food in Seoul, South Korea. The restaurant positions itself as a democratic place with a modern look at classic Greek kitchen. The owner already had a picture of an atmosphere and mood of the future restaurant, so their mission was to understand his idea and to show it through the design. The end result is a brand identity with a lot of personality that is extended beautifully well in the interior design.
The main rule was to avoid usual and cliche way to show Greek style. The Souva restaurant’s mood had to be expressive and catchy, with a bit rough street spirit.
The name had been picked before they started working.
The word “Souva” comes from a popular Greek street food dish named “souvlaki” (pieces of grilled meat and vegetables wrapped in pita). They wanted to keep the logo simple and at the same time to transmit a touch of Greek spirit, so the solution was to make a typographic logotype with a slight Greek character in letter “A”. Also they include a symbol of fire, that could be recognized as an olympic one. Since the overall style had to be bright and dynamic, they created a group of alternative logotype symbols.
The idea was to show Greece from a different not typical point of view, because today it is not just ancient statues and blue color. While creating visual identity they basically had to do the same as was done in the kitchen: they wanted to have a contemporary look on Greek style. So the result is a mixture of vintage Greek posters and photos, put together in a collage technique with a handwritten phrases and tags, with a spirit of street-art and underground.
Brand identity and interior design
All visual components starting from food packaging and ending up with interior design transmit the concept’s rioter style. It is not about fancy food, complicated recipes and expensive finishing materials. It’s a place turned outside in: the street is brought inside the restaurant. For that reason they used simple outside finishing like concrete, metal, rough wood, neon, profiled sheeting and metal mesh; they glued posters and made wall tags.
The work on that project was fun and international in a certain way. Just imagine: Australian guy decided to open a Greek restaurant in South Korea and invited Ukrainian team to work on it. Good plan!
- Boris Alexandrov, Anna Alexandrova — creative direction
- Anton Storozhev — designer
- Server Terlekchi — designer
- Aleksandra Gerasymenko — designer
- Anna Alexandrova — interior designer
- Dimitry Panasiuk — copywriter
- Sergey Makuhovskiy, Alexander Gusarev — visualization
- Dimitry Bogach — video production
- Wint, Steor — graffiti artists