Art-direction: Azizbek Umaraliev, Artyom Golubev
Design: Artyom Golubev, Kamilla Khairullina, Rustam Iskandarov
Project: Taomchi is a restaurant of national cuisine, which is mainly designed for take-away — skilled masters of culinary cook whole bowls ("tog'ora" in Uzbek) of delicious dishes for those who are going to visit someone as a guest. Translated from the Uzbek language taomchi means "cook".
Task: To create a bright and memorable visual image that combines a kind irony in relation to the national mentality and simultaneously preserves a tribute to the authentic principles of the traditions of hospitality and gastronomic art.
Solution: For Taomchi, a brand name was drawn with the image of a stylized character holding a food bowl (tog’ora) in his hands. The image turned out to be both playful and truly warm — a symbiosis of modernity and national culture. The icon with the this character is designed to maintain the uniformity of the brand identity at the contact points with the audience and create unbreakable associative links between the project and traditional Uzbek values.