Branding for HOTENIYA Restaurants

The brand approached us with the task of developing a visual identity and refining the brand: creating a name, positioning, logo, corporate style, and various assets. The primary requirements were to convey the friendliness of the restaurants and establish a "soft visual connection" with the guests.

The name was derived from the rarely used Russian word "хотения" (derived from the verb "хочу" – "to want"). This led to the English transliteration "HOTENIYA", which also includes the word "hot" – reinforcing the brand’s focus on hot and family-style dishes. The slogan "ваши хотения ждут вас" ("your wants are waiting for you") was created, featuring two key ideas: "wants" as both a place (restaurant) and as food.

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#visualidentity #logo #media #package #keyvisual #styleguide

#visualidentity #logo #media #keyvisual

#visualidentity #logo #media #keyvisual

The logo features a smiley face in the form of a flame, with eyes and a mouth sticking out its tongue. The design is simple, minimalist, and unique, ensuring it will be easily memorable and recognisable.

HOTENIYA – a family-oriented restaurant chain specialising in fast food, salads, drinks, snacks, and more. The brand offers its guests the opportunity to enjoy delicious, hot meals in a cosy family setting, with interiors designed to make everyone feel at ease and warm while spending time with loved ones.

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The visual identity was developed to meet the client’s criteria: soft graphic elements (similar to the logo), which evoke warm and cosy feelings. The restaurant’s colour scheme uses white and red, with additional colours associated with food. The fonts selected are Rubik for headings (rounded, bold, confident, and food-related) and LT Superior for body text (simple and easy to read). Both fonts are free for personal and commercial use.