Since the word «Tsoni» didn’t actually exist, our challenge was to give it a story so it wouldn’t feel like an empty abstraction. Thus, a legend was created — one that greets every guest on the first page of the menu: the tale of a warrior named Tsoni and his beloved, who hid the key to a fortress inside a dessert with matsoni (Georgian yogurt). Their act of love united two Georgian tribes and brought peace to the mountains of Svaneti.

To bring the story to life, a special dessert is on the menu, and within each portion hides a key, giving guests the chance to win a small prize. Over time, the dessert has come to hide not only keys but rings as well. Thanks to the «Tsoni-Matsoni» dessert, countless couples are saying yes within the restaurant’s walls.

The main idea of the project is to convey the atmosphere of modern Georgia. For that reason, we avoided an overly ethnic look. The restaurant’s logo is crowned with the mountains for which Georgia is famous. The descriptor reads «Georgian cuisine and more,» since the menu also includes dishes from across the Caucasus.

The elements of the restaurant’s style come together to form a distinctive Georgian flavor: khinkali, kvevri, pepper, spices, key, khachapuri, cilantro, plate. This combination of motifs creates a flexible visual system and leaves plenty of room for creativity.

To draw attention to the opening of the new restaurant, we launched an unusual vacancy — the role of «Khinkali Taster.»

A carefully planned visual campaign (branded ribbon, social media) and coordinated work with the media gave the project a viral effect. More than 200 people filled out the online application form.

We crowned our taster — and he proved that good taste always wins.

The Cocktail Gallery is a non-standard bar list inspired by art. The collection includes original cocktails created in response to the works of nine Georgian artists. Each drink is presented as a «picture» with its own story and mood.

The website design fully reflects the restaurant’s style. Additional delivery illustrations were created — singing Georgians, a dancing couple, and a package showcasing the range of dishes.

While most restaurants attract attention by posting photos or renderings of their interior, we chose to keep this moment secret, inviting guests to discover everything themselves when the doors opened.

To build intrigue, we developed an Instagram mask called «Tsoni's Secret» in the form of a keyhole, giving glimpses into the inner life of the restaurant.

The campaign worked: the restaurant was fully booked from the first days, demand continued for months, and reservations were even resold by enterprising people on Avito.

This part was actually quite a challenge. We decided against using templates and took a meticulous, handcrafted approach to the menu’s design.

Each category has its own background according to the brandbook. Dishes were photographed both as full compositions and individually. Several pages include legends about the dishes, and the layout uses ornamental arrangements rather than simple horizontal text. The main slogan — «Khinkali you can eat endlessly» — introduces the menu alongside the legend of Tsoni-Matsoni.

The wine list was carefully structured by both the restaurant’s bar manager and the designer, resulting in a clear, elegant, and refined presentation.

The menu as a whole was «woven» like a Georgian carpet — and guests appreciated the artistry.

We developed the creative concepts, production, and organization of photoshoots for the restaurant throughout the project.

The project received a strategically aligned brand meaning, a distinctive visual identity, and a brand platform that connects with the audience on an emotional level.