Responses by Ani Gevorgyan, cofounder/director, Armenak Grigoryan, cofounder/illustrator and Karen Gevorgyan, cofounder/designer, formascope design
Background: Gastropolis is a modern Armenian gourmet food market offering different culinary corners in one location. Our challenge was to develop the brand concept and visual identity for such a diversified place. Gastropolis wakes up early in the morning for breakfast and stays open ’til late, which makes it a place for everyone.
Reasoning: The idea behind this concept is based on humanity’s relationship with food. We created an identity using simple shapes and content; the brand style of Gastropolis was created with the combination of two forms and three elements (one circle, two lines). The logo, “a circle and two lines” and the “plate-cutlery” motion became the origin of the brand-style language. The logo constantly transforms by dynamic principle and creates radically different culinary corners using the same shapes. This, along with the “plate-cutlery” motion can also be viewed as a formal embodiment of Gastropolis’ corporate style.
Challenges: Creating the visualization of fifteen culinary corners. It was necessary to transform the three elements in such a way so we could come up with visual identity of a new corner and icons that were clear to everyone.
Specific demands: Our challenge was to show the variety of cuisines, a unified space that houses the different corners and the specialty of each of those corners.
Visual influences: From the very beginning, we set out to create a style that demonstrates the identity’s relationship with form on a conceptual bases. We also created patterns for each corner, which was formed by two lines and one circle. Then, we applied this design system on all media kits and brand communications.