✱
Contemporary Kazakh dining
A restaurant identity born from missing home
🧭 Brand strategy
✏️ Visual identity
🍽️ Restaurant experience
Bringing a Kazakh table to the city
Otán is a contemporary Kazakh restaurant concept. I designed it from the things I miss most about home: long shared tables, generous hospitality and the textures of the steppe, translated for a modern dining room.
01
Finding the story
Before any visuals, I defined who Otán is for and how it should feel: rooted in Kazakh tradition, but relaxed, modern and open to anyone curious about the cuisine.
Outcomes
Brand positioning
Naming and story
Tone of voice
02
A wordmark with roots
The Otán wordmark pairs soft, carved curves with a calm, confident rhythm, designed to feel as good embossed on paper as it does on a screen.
Outcomes
Wordmark
Colour palette
Typography system
03
Setting the table
The identity extends into everything guests hold in their hands, from menus and packaging to signage, so the experience feels considered from the door to the last course.
Outcomes
Menus
Packaging
Signage and wayfinding
04
Telling the story
To launch the concept, I built a case study and a set of social templates that show the brand in use and invite people to the table.
Outcomes
Social templates
Photography direction
Case study
Otán in action
From the first sketch to the final mockups, Otán shows how strategy and craft can turn a personal memory into a brand people want to sit down with.
See more work in action
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Mila Mila
Graphic designer and brand strategist in Lisbon
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