Project Context
“Istoria” (Behance) is an in-house brand of Abanotubani Group — an elegant three-level restaurant with terraces located in the Abanotubani district, next to the Royal Bath and King Erekle’s Bathhouse. The concept combines old and modern Tbilisi through Georgian ornaments, balcony-inspired details, and a light contemporary aesthetic. The restaurant is designed for both tourists and local guests. It does not revolve around the bathhouse theme — the story is about Tbilisi itself.
Challenges
- Creating a brand narrative that is not tied to the bathhouse theme while still reflecting the atmosphere of the Abanotubani district.
- Developing a visual identity that feels elegant and light without becoming overloaded with historical elements.
- Building a brand system that supports the entire customer experience — from the interior to table service and hospitality.
Our Role and Strategy
Our direct involvement focused on two main areas:
- Creating the logo — a refined wordmark based on the “Istoria” narrative, together with a complementary submark.
- Developing a comprehensive production-ready brand book covering every communication channel.
Strategic Principles
- Narrative First — the visual identity explains the story before it delivers aesthetics.
- Ornaments as Accents, Not Background Noise — traditional Georgian balcony ornaments are used within a clean minimalist grid.
- Consistency of Tone — unified typography, colour palette, photography style, and motion guidelines.
Motion & Social Media
- Micro animations (logo reveal, caption slide-in, subtle fade).
- Templates for Stories and Reels.
Brand Applications
- Menu design — cover, interior grid system, and food pictograms.
- Tableware and service materials — aprons, coasters, and check presenters.
- Staff materials — name badges and a minimal dress code guide (colours and branding elements).
- Wayfinding and signage — entrance signs, terrace navigation, and elegant directional graphics.
- Digital applications — one-page website UI mood, including hero section, typography scale, and CTA guidelines.
Results / Branding KPIs
- A complete brand system was created where the interior, service experience, and digital communication all speak the same visual language.
- A production-ready brand book was delivered, simplifying handover to suppliers and internal teams while minimizing revisions and production errors.
- The visual identity aligns consistently across social media, printed materials, and offline applications.
- The brand narrative — blending old and modern Tbilisi — is clear, independent from the bathhouse concept, while still reflecting the atmosphere of the historic district.
Summary
Portali created a complete logo and visual identity system for “Istoria” that preserves the elegance of Tbilisi while providing a scalable branding framework — from menus and wayfinding to social media templates. The brand is fully prepared for a consistent launch across both tourist and local audiences.