OBJECTIVE. The client came to us with the task of creating a restaurant brand that would be relatable and appealing to a Spanish audience, stand out in the crowded tapas bar market, tell an authentic story of the founders, and unite cuisine, atmosphere, and visual identity into a unified concept.

RESEARCH AND ANALYTICS. Initially, the project idea revolved around a traditional tapas bar. However, after researching the restaurant market and conducting a series of in-depth interviews with Barcelona residents, it became clear: locals choose trusted places where they know the owners and value history, atmosphere, and personal touch. It would have been difficult for Russian expats to gain trust with such a format. So, we decided to turn to the real story of the founders – a team originally from Siberia.

POSITIONING. Research showed that in the eyes of the Spanish, Siberia is perceived as a distinct, mystical region – not just a part of Russia, but a distant, snowy land with a special spirit and nature. Thus was born the idea of a restaurant and bar with a Siberian soul, in a modern format free of stereotypes. A place to spend an evening with friends, stay for a cocktail, and discover the mysterious Siberia through taste, atmosphere, and emotion. Positioning: Siberian Blend – a modern restaurant with a Siberian character and a cocktail soul.

NAMING. We borrowed the name Siberiada from Andrei Konchalovsky's famous film – an epic about several generations of Siberian residents. It sounds soft, musical, and at the same time powerful, combining history, culture, and roots. Thus, the brand acquired authenticity and symbolism: Siberiada – a restaurant and bar opened by the children of Siberia.

IDENTITY. The visual system is based on a minimalist snowflake, assembled from the silhouettes of cocktail glasses. This is not just a symbol, but a metaphor for the union of the cold of the North and the warmth of communication. The brand palette is built on the contrast of a black background and shimmering accents, while the dynamic illumination of the logo evokes the Northern Lights – the main symbol of Siberia's vibrant, ever-changing nature. The photography style is subdued, featuring natural textures, a subtle glow, and an atmosphere of mystery and depth. The travel theme is explored in every detail – from promotional flyers shaped like Barcelona-Siberia airline tickets to the label designs for craft liqueurs and beer. The staff wear minimalist, loose-fitting clothing, inspired by Siberian village style, creating a sense of naturalness and genuine hospitality.

RESULT. Siberiada is a journey to Siberia with respect and love. A modern, emotional, and atmospheric brand where authenticity meets aesthetics.