RAY’s just entered the market and hasn’t established its brand yet. It includes six venues that are already well-known to customers, plus one completely new location. The restaurant group also offers catering, food delivery, and custom cake orders. We had to take into account the wide range of services and the company’s complex structure.

We had previously completed several projects for the client, so we were familiar with the concepts of the venues. They understood that the establishments vary greatly in mood and format — the challenge was to find a way to unify everything under one brand.

The client wanted a clean, striking typographic logo and a minimalist brand identity for social media. At the time, the restaurant group didn’t have a clear positioning, but they already had a name: RAY’s. That was our starting point.

From the very beginning, we built the brand around what it does best: making every day feel like a celebration through great food. That idea became the heart of the logo.

We sketched out several different options and immediately started discussing them with the client. The chosen design was refined to be more expressive and appealing.

At first glance, "RAY's" might just look like a play on light beams. But there’s more to it:

— Forks, hinting at food culture
— Sunrays, bringing warmth and a festive vibe
— Glasses, suggesting catering and celebratory toasts

The logo ended up unconventional — it’s interesting to explore visually, and it added the missing character and mood to the brand.

We knew that simply giving the client a "bare" logo wouldn’t be effective or practical. So, we created a full-fledged logo book:

1) Established clear guidelines for logo usage

2) Visualized the brand’s vibe in a mood board

3) Added a striking and emotional color palette

4) Showed examples of how the logo and its elements work across different media

We offer our clients three creative concepts for each project. These are short presentations that give fresh perspectives on upcoming texts, design, and the overall brand image.

After diving into the project vision with the client, we came up with three creative directions:

1) Service Professionals

This first concept highlights transparency, experience, and care — whether it’s about the products, the guests, or every step of the process. We show the kitchen as it really is: carefully chosen ingredients, chefs' hands at work, and a perfect setting — because there’s nothing to hide. The visual style is inspired by magazine layouts, featuring clean typography, mouthwatering photos of the process, and textures of fabrics and dishes. Our writing strikes a balance between professionalism and warmth: we’re precise about standards but speak to guests with genuine kindness.

2. There’s No Accounting for Taste

The second concept highlights the diversity of the holding’s establishments as its main strength. There’s no single template here because there’s no "average" guest. The restaurant group is pure flexibility: it adapts to different guests' moods, the day, and the occasion, becoming exactly what’s needed at that moment. The visual language is as multifaceted as the guests themselves: accent colors, photos framed with stencils, and playful shapes. The texts focus on tastes and impressions.

3. Creators of Celebration

The third concept centers on a festive atmosphere: the brand creates happy moments in every project, whether it’s a buffet, corporate dinner, or an evening at the restaurant. The visuals are charged with emotion through a rich color palette, dynamic graphics referencing the logo, hand-drawn illustrations, and bold typography. In the texts, we prefer informal communication that primarily conveys mood and brings smiles, rather than just providing information.

The client liked the second concept for its meaningful message and visuals. At the same time, we decided to add some elements from the third concept to keep the focus on services without losing the festive vibe.

We quickly realized that simple phrases like "any guest will like it" wouldn’t inspire trust in a new business, so we took a different, more concrete approach — by providing examples.

In each section, we aimed to offer clear and detailed descriptions of the concepts behind the venues, dishes, interiors, and service. Where relevant, we highlighted which occasions each restaurant or service is best suited for. The entire text was crafted thoughtfully because we wanted to show that we genuinely care about how people live, what matters to them, and what different RAY guests truly appreciate.

After reviewing reference materials with the client, we finalized the website’s stylistic direction. The client wanted to showcase plenty of pics, bright colors, and graphic elements.

Our main goal was to clearly highlight each area of the business so nothing would be overlooked and users wouldn’t get lost in too many tabs.

So, we added the services to the top menu and gave each restaurant its own prominent button in the dropdown. These buttons include a fun hover animation: illustrations pop up that reflect each venue’s brand personality.

We used the logo as a starting point to create vibrant backgrounds and cards, adding red and blue accents to highlight key buttons and info.

Following the mood board, we carefully selected pics with the right tone, styled them consistently, and framed them in a Polaroid-style layout. This graphic detail adds warmth and enhances the overall atmosphere.

For the numbered cards, we customized the font by incorporating subtle logo elements, making the branding more memorable and visually distinctive.

To showcase all the promotions and events across the group’s seven restaurants and three service departments in one place, we created a custom news section with a calendar-style layout. Each event appears as a large panel with room for both text and images.

The trickiest part was designing the internal pages for each restaurant. We wanted each one to reflect its own personality while still feeling connected to the RAY brand. It took several rounds of tweaking to strike the right balance between individuality and consistency.

We used the brand colors throughout the website, thoughtfully blending them into the main palette. Custom patterns and graphics were applied across different sections to give each page a distinct feel — while still keeping the entire site visually cohesive.

Although we didn’t do a full branding package for RAY’s, the client received a logo, a website, and a complete set of verbal and visual tools to promote and grow their business.

The brand came out bright, distinctive, and unique. Among sleek, understated, and neutral competitors, it catches the eye right away. It helps people remember not only the restaurant group as a whole but also each individual location. That was our main goal — and we’re confident we nailed it.

The biggest challenge was designing the internal pages for each restaurant. We wanted to highlight the unique character of every venue. It took several attempts to capture the seven distinct brand styles in a way that felt natural and tied everything together under the RAY’s brand.