A fast-food focused on food from local, seasonal ingredients in Ukraine.
We developed a friendly and modern identity under the name “simple.” — a name that encapsulates the restaurant's philosophy with clarity and charm. The visual language, built on natural textures, clean typography, and playful illustrations, reflects the honest, minimal approach to food. A detailed brand guideline included custom icon sets, multiple menus, sticker packs, and storytelling-driven posters that narrate whimsical tales of ingredients and kitchen life. The interior used raw materials and everyday objects repurposed with wit — turning shovels into door handles and rolling pins into drink menus — all reinforcing the core concept: be simple, eat simple.
The mission was to create a cohesive brand identity for a new-generation fast-food restaurant focused on local, seasonal ingredients — without leaning into clichés of rustic or vegetarian aesthetics. The task went beyond naming and visuals; it included a complete interior design concept. Achieving harmony between branding and spatial experience required close collaboration with architect Anna Domovesova from the ensuring that every element worked in synergy.
There was a thick guideline developed for Simple restaurant. It includes not just common standards for logo, colors, fonts and pattern application, but many more. We developed few sets of icons, illustrations, the detailed describtion on communication usage, game sets, stickers, few types of menu and many more.
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The idea of the restaurant is “be simple, eat simple”, it implies cooking from local, fresh, not preserved products, but in unusual combinations. For this reason we used natural colors and simple materials like wood, plywood, craft paper, etc. without complicated refinement. We also decided to look at usual details from a different point of view. That’s how we got a shovel as a door-handle, rakes as coat hooks, rolling pins as a menu for drinks, concrete lamps made of recycled plastic bottles and so on. We honestly bought all that at the market and adjusted in the interior 🙂
