PaPa Gyros engaged Maeutica to create brand identity for their chain of fast food restaurants around Russia.

The aim was to keep the naming of the product, but dissociate it from being perceived as a person.  With the new visual identity, we transformed the perception of Papa Gyros, so that clients saw it as more than just a fast food chain embodied by a male figure, but as a high quality, fresh and healthy food supplier.  

 

This is how we came up with the platform of Perfect Arithmetic (PA), where the perfect mix of different ingredients equals in great taste (Pa+Pa=Gyros). This in addition became a way of preventing Papa Gyros being referred to as a person. We created a brand that expresses high quality and healthy recipes using design to promote fresh but fast food and awaken the appetite.

 

What we created: Brand platform, brand visual concept, corporate style