Formascope, based in Yerevan, Armenia, is a young design studio focusing on finding the perfect combination of form and content. They give each project the same thoughtful examination, mainly focusing on branding, packaging and editorial design. One of their latest clients, a modern gourmet food market offering different culinary experiences commissioned Formascope to create a catchy, and stylish user experience which would effortlessly communicate the brand’s values and ideology.
Gastropolis is a modern gourmet food market in Yerevan, Armenia offering different culinary corners in one location. Firnascope’s challenge was to develop a unified brand concept and visual identity for such a diverse place. The branding of Gastropolis is based on the idea of “form as a language of communication”. It’s a simple concept based on human’s relationship with food. This relationship begins with a “plate-cutlery” motion, which is also viewed as a formal embodiment of Gastropolis corporate style.
Formascope created a brand identity using simple shapes and forms, with the whole design being build of various combinations of two forms and three elements (one circle, two lines). The logo “a circle and two lines” with the same “plate-cutlery” became the origin of the branding concept. The logo constantly transforms by dynamic principle and creates radically different culinary corners using the same shapes, that in fact become the part of the corporate style of Gastropolis.