Donna × Restaurant as a philosophy of “New Sincerity”
Our challenge was to elevate Donna Restaurant to a fundamentally new level through a complete reconstruction of its brand identity. In today’s world, restaurants must offer more than just food and drinks, so we set out to create a unifying idea and philosophy that would shape the establishment’s concept and approach to communication.
Insight
〰️ People are drawn to open and authentic brands capable of forming a genuine emotional connection.
〰️ The aesthetic should be attractive and sophisticated, yet not elitist—so as not to alienate part of the audience.
Our idea was to build a strong strategy that would express Donna’s philosophy: every guest is an integral part of one big community.
What we did
• Developed a brand strategy rooted in Donna’s core values and its way of engaging with people.
• Created a conceptual visual identity from scratch, infused with vibrant colors and dynamic energy. The works of Pedro Almodóvar served as a key inspiration.
• Integrated creative elements into the restaurant’s interior and digital presence on social media.
• Crafted editorial content and storytelling materials to convey and promote the restaurant’s philosophy.
• Built an ecosystem of special projects and unconventional creative initiatives.
Assets
• Captivating visuals: photography, animation, and artistic inserts.
• Creative digital campaigns and special projects.
• Storytelling that articulates the restaurant’s philosophy.
Results
• Increased audience engagement through emotional connection and authenticity.
• The brand became part of the city’s cultural code, transcending the notion of a restaurant as merely a dining space.
• A cohesive digital ecosystem was created around the brand.