Services
- Brand Ideology
- Visual Identity
- Naming
INdustry
- HoReCa
Year
- 2017
Project Overview
Grill and wine
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Challenge
In 2017 a local restaurateur approached us with the idea of opening a high-end steak, grill and smoke-house in downtown Yerevan.It was supposed to celebrate the meat, from sourcing to preparation, and the indulgent ritual of consuming it in a unique setting, with a glass of good wine and exquisite complimentary side dishes. Challenge accepted. Our team, like most people, viewed upscale dining as far more than just means to get stuffed. It was always meant to be a show. Something to savor, look forward to and talk about later.
Answer
It was this anticipation that made it truly special, the smoke screen before a magic show. From the amazing smell that hits you even before you enter the restaurant, the inviting interior, spot-on service, and, of course, that positively primal combination of the fire, the smoke, the beast, and the meat! We come in, we sit down, we make the order, take in the heat and the warmth, the smells and the sights, and we wait for the big reveal: for that juicy filet mignon or a perfectly barbequed rack of ribs to emerge from the kitchen.From this sensation of hunger, of going back to our roots, our very basic needs, and desires, from the anticipation of mystery happening behind the kitchen door, where the chef is grilling and frying, encased in clouds of aromatic steam and smoke, our concept and the manly yet playful name of the restaurant was born: The Smoking Chef.We found our visual and conceptual inspiration in the smells, sounds, and objects related to the sacred act of primal cooking: the meat, the heat, the smoke, the fire, the smoldering colas, and the rustic elegance of charred wood.We found our visual and conceptual inspiration in the smells, sounds, and objects related to the sacred act of primal cooking: the meat, the heat, the smoke, the fire, the smoldering colas, and the rustic elegance of charred wood.
