Description

When the "EST FEST" food festival scaled to Moscow’s saturated events market, it needed to stand out without relying on tired gastronomic clichés. We uncovered a key insight: people don’t come just to eat—they come for the shared joy of the moment. This led us to the French concept of convivialité—warm, lively togetherness.

Our solution? Replace predictable food imagery with a bold, universal symbol: the mouth. It eats, smiles, speaks, and savors—becoming a dynamic metaphor for hedonism and human connection. We crafted a flexible, hand-illustrated identity system, rich with emotion and adaptable across cities and formats.

The result? A identity that’s not only visually distinctive but also emotionally resonant. It gave "EST FEST" a recognizable face in a crowded market, turning the festival into a talking point—and proving that sometimes, the best way to sell food is to show everything but the plate.

Credits

Rodion Arsenyev - Art Director
Katya Zelenkova - Designer
Dima Martynov - Copywriter
Nastya Korepanova - Illustrator
Ksenia Ovchinnikova - Strategy Director
Katya Smelyanskaya - Client Service Director
Yana Tsvetkova - Account Manager