RAY’s had just entered the market and had not yet been positioned. It includes six establishments that are already well-known to the audience and one completely new one. The restaurant group is also engaged in catering, delivery of food and cakes to order. In the work, it was necessary to take into account this variety of services and the multilevel nature of the company.

Before that, we had already done a couple of projects for restaurants that David’s team was working on, so we were already familiar with the concepts of the establishments. And they understood that the establishments were very different in mood and format — it was necessary to figure out how to combine everything under one brand.

The client needed a concise but memorable font logo and a minimal corporate identity for social networks. At that time, the restaurant group did not have a bright positioning, but it already had a naming — RAY’s. With these introductory notes, we set off on our own.

For ourselves, we have already begun to come up with an image of the company based on its services. Through delicious food, RAY’s brings celebration to people every day. This idea was kept in mind when designing the logo.

We drew several different options and immediately went to discuss them with the client. The chosen version has been improved, making it more expressive and tasty.

It would seem that we just took the word rays and translated it from English — it turned out to be "rays". But there is much more hidden in this literal understanding of the naming idea.:

• Forks — as a symbol of gastronomy
• Sun rays is a reference to the name and atmosphere of the holiday
• Glasses — a hint of catering and receptions

The logo turned out to be unconventional — it’s interesting to look at it. He also gave the brand a missing character and mood.

We understood that giving a "naked" logo to a client was neither effective nor convenient. Therefore, we have developed a full-fledged logbook:

1) The rules for using the logo have been prescribed

2) Visualized the brand atmosphere in the mudboard

3) Added a palette that impresses and gives emotions

4) We showed examples of how to use the logo and techniques on different media.

We offer our clients three creative concepts for each of our projects. These are short presentations that help you look at future texts, design, and the overall image of the company from different angles.

We conducted an analysis, talked with the client about the project’s vision, and identified three creative areas.:

1. Service professionals

The first concept was built on transparency of processes, experience, and care — for products, guests, and every stage of work. We show the kitchen without embellishment: the choicest ingredients, the chefs' hands, the perfect setting — because we have nothing to hide. The visual language is inspired by magazine aesthetics: concise typography, "delicious" photographs of processes, textures of fabrics and dishes. In our texts, we combine professionalism with sincerity: we speak strictly about standards, but warmly about the guests.

2. There’s no arguing about tastes.

In the second concept, we decided to make the heterogeneity of the holding’s establishments the main advantage. There is no single template here, because there is no "average" guest. The restaurant group is flexibility in its purest form: it adapts to the mood of different guests, day and occasion, and becomes exactly what you need right now. The visual language is as multifaceted as the guests: accent colors, photos in stencils, and playing with shapes. In the texts we talk about tastes and impressions.

3. The creators of the holiday

The third concept was developed around a festive atmosphere: the brand creates happy moments in every project, whether it’s a buffet, a corporate dinner or an evening in a restaurant. The visual was charged with emotions through a rich palette, dynamic graphics with references to the logo, hand-drawn illustrations and bold typography. In the texts, we prefer informal communication, which primarily conveys the mood and gives smiles, and not just informs.

The second concept appealed to customers with its semantic messages and visual. At the same time, we decided to add some semantic and visual elements from the third concept to the chosen concept in order to keep the focus on services, but not lose the festive atmosphere.

We immediately realized that simple phrases like "any guest will like it" would not build trust in a new business, so we chose another, less abstract way — to give examples.

In each section, we tried to give as many understandable descriptions of the concepts of establishments, dishes, interiors and service as possible. Where appropriate, they told us which cases a particular restaurant or service would be suitable for. The whole text was presented in a caring way, because we wanted to emphasize that we think about how people live, what they worry about, and what different guests of RAY’s love.

By analyzing the references with the client, we have approved the stylistic direction of the website. The client wanted to see a lot of photos, bright shades and graphic elements.

The most important thing for us was to focus on each area of activity so that nothing would be left out and the user would not get lost in the number of tabs.

To do this, the services were placed in a header and a large button was drawn for each restaurant in the drop-down menu. An unusual animation was made on the buttons: when you hover, illustrations appear that refer to the corporate identity of the institution.

Based on our logo, we drew attention-grabbing backgrounds and cards, using red and blue as accent colors, drawing attention to important buttons and information.

According to the mudboard, we selected photos with the right mood, processed them in a single style and added images to the site with a polaroid frame. This graphic addition made the atmospheric photos even more soulful and real — as if we captured the moments of life of different institutions on the website.

The font has been customized in the cards with numbers: logo elements have been added, creating unobtrusive but recognizable brand references to make it better remembered.

To bring together all the promotions and events of the seven restaurants and three services of the holding in one place, we have developed an original news block — a calendar grid with large event bars, where you can insert both text and photos.

The most difficult thing was to draw the design for the internal pages of all the restaurants. We wanted to style the pages for each institution, showing their diversity and individuality. I had to think through a considerable number of options in order to organically show seven corporate styles on the website and combine them with the RAY’s brand.

To do this, we used branded colors, bringing the shades into the color scheme of the main page, and distributed branded patterns and graphics into different blocks. It turned out that each page is completely different, but they combine well with each other and do not stand out from the style of the entire site.

Despite the fact that we did not do full-fledged branding for RAY’s, the client received a logo, a website, and a whole set of verbal and visual techniques for promotion and development.

The brand turned out to be bright, noticeable and distinctive. Against the background of laconic, restrained and neutral competitors, it stands out from the first touch. It allows you to remember not only the restaurant group as a single business, but also each individual institution included in it. This is the goal we originally set for ourselves, and we believe we have succeeded in achieving it.

The most difficult thing was to draw the design for the internal pages of all the restaurants. We wanted to style the pages for each institution, showing their diversity and individuality. I had to think through a considerable number of options in order to organically show seven corporate styles on the website and combine them with the RAY’s brand.