Feed Up

Рабочая группа

Strategy: Diyor Solijonov, Bekhruz Musaev.
Art-Direction: Zafar Islamov.
Design: Zilola Khamidova, Dilmurod Dadaboyev.


Uzbekistan is a country with rich historical and cultural wonders. Yet many of its own residents are casual about many historical heritages that amaze international tourists. The problem of unawareness of domestic tourism is not merely a missed opportunity for the citizens, but a loss of identity, pride, and economic potential for the nation.

Feed Up is a fast food restaurant that was founded in 2010 and currently has 30 branches across Uzbekistan. Primary mission of new identity of Feed Up is not to increase domestic tourism but to remind people the value of national heritage. In collaboration with the Ministry of Tourism, we decided to convey historical places, modern buildings, and cultural peculiarities via our new packaging.

Using obtained information from the Ministry of Tourism, we illustrated 29 historical places of 13 regions, 9 modern constructions, 14 artifacts, and other concepts related to Uzbek culture.