"SOON" Brand Identity

Visual Identity & Illustration · 2021-2022, Russia

Complete visual concept for “SOON” (also “СУН” in Cyrillic) bone broth bar in Moscow —menu design, signage, and a diverse range of illustrations. 

The project was created in close collaboration with the founders, aligning visuals with the brand’s values and playful storytelling approach.

The visuals were built around a retrofuturist aesthetic with a focus on warmth, ritual, and a mindful relationship with nature — rooted in the idea that progress and coexistence are not mutually exclusive.

The illustrations vary in tone and texture: some are rich and detailed, such as a scene of a child on a rocket surrounded by animals — a futuristic vision of peaceful technological coexistence; others (postracad) rendered in soft watercolour to depict ingredients and mood, another are light and linear (menu and cup designs). Each visual piece was tailored to evoke a sense of tactility and emotional warmth.

Typography was inspired by vintage Soviet fonts. The logo itself breaks from convention — rather than a minimal symbol, it features a vignette of characters drawn from the illustrations: the boy, cows, and chickens. This narrative-heavy composition was developed in close collaboration with the founders, reflecting their request for a story-driven, figurative emblem.

This project was an exercise in full-spectrum authorship, where illustration and identity are not separated — everything seen by the public was drawn and designed by me.