Goals and Objectives: Devise brand identity from scratch for Russian delivery chain with a specialty in Italian and Pan-Asian food. The key goal was to preserve the 'everyman' archetype for the business while throwing additional spotlight on the ingredient quality. Idea and Solution: SAMISUSHAMI is an example of B2H, a business-to-human brand that prioritizes human beings over 'average consumers' of Big Data. This is why the key message for the brand is the universal word for delicious food — Mmmmmmm. The brand identity embraced the word and interpreted it in a dozen of options for deliverable goods. The letters for the visual alphabet are food items — stylised and decluttered, sausages and artichokes, and plates and chopsticks are the building blocks for the pattern and brand typeface. The focus on refining and simplifying, and prioritising minimalist illustrations over food photography, helped define the brand as value-for-money and friendly, and also highlighted the food itself which is the key selling proposition for the brand that uses imported Italian flour and fresh fish.
Creative director: Kokin Stanislav Designers: Danilina Anastasia Illustrators: Bagrova Alina Copywriters: Tretyakov Aleksander