Identity for Uzbek cuisine neo-bistro in St. Peterburg, Russia. Brand main idea is to show to St. Peterburg residents how amazing Uzbek modern culture is.

Logo idea is based on Square Kufiс Arabic calligraphy which decorates ancient Islamic architecture in Samarkand, Bukhara and Khiva, Uzbekistan. Logo looks modern and fresh due to pixelation remind.

Graphic pattern is based on Uzbek traditional adras pattern.

Osh.Plov won an award by Sobaka.ru magazine as a best street-food brand 2022.

Photos: Maks Penson.

Paintings: Usto Mumin, Pavel Benkov. Paintings are situated in Savitsky Art Museum, Nukus, Uzbekistan.

Used typeface: Gosha Sans by Pangram Pangram Foundry.

Project was made during partnership with Sekta Creative Crew.