Identity in the rhythm of the big city
Prime is a convenient and natural solution for eating in the rhythm of a global metropolis: take away or order using the app. The main task for the redesign was to to develop a new visual identity of the chain making it more relevant and visible as well as to focus on the freshness and naturalness of food.

The renewed brand positioning was conveyed in a new visual concept of the company, more modern and concise, where each brand-asset became a point of contact of the consumers with the Prime team professionals.

The new identity is based on a smart minimalism and bold iconic design with subtle irony. The combination of various messages and rhythmic graphics broadcasts a more professional, modern urban look and allows open communication with the audience in all the communication channels. The laconic layouts and clean colour approach simplifies navigation and avoids visual noise on the shelf.
Creative director → Anastasia Igolnikova
Project leader→ Oleg Beriev
Project manager → Anna Khokhlun, Vitaly Samartsev
Strategy Director → Alexey Poggenpohl
Strategists → Natalia Rezvanova, Elena Kuprina
Art directors → Anna Pazyuk, Ivan Zherebin
Designers → Anastasia Igolnikova, Ksenia Mirokhina, Sergey Derevyanchenko
Motion designer → Evgeny Nikitin
Photo by Ksenia Nizova
My role
Visual brand identity development;
Creative direction of all the design developments;
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