Yasaman had an issue of positioning itself as a luxury restaurant whose services are accessible to middle and upper-income earners. Another important fact to consider was the client’s request to distinguish Yasaman as not a regular cafe-restaurant with Armenian cuisine but as a lovely place for not only locals but also for tourists.
The main challenge was to create such branding and identity which would differentiate Yasaman from other restaurants of Tsaghkadzor, would catch the attention of people and at the same time would emphasize its luxury class. After some discussions, it was decided that the branding should go hand in hand with the name of the restaurant. So, the challenge was to make it light with floral details yet visually not exhausting for the viewers: simple but at the same time talkative.
The logo became the word «Յասաման» with a distinctive and prominent font. This also completed the task of not using a separate symbol in the logo, which might break the lightness. As a result, floral branding and identity were produced with lilac flowers.