Ruwen’s is an Austrian bistro with as many choices as you can imagine. Designer Roy Riginashvili was hired to do the branding for Ruwen’s and the primary direction he was given was to give it an “American feeling”. What Riginashvili did was create individual posters for many of the foods to be highlighted in addition to his logo work for the restaurant. The logo is straight-forward and the American objective is filled with a brand mark that resembles a New York deli or sandwich shop. The illustrated posters are what give the branding character. Riginashvili spent a lot of time on the illustrations and made each of them an individual, capable of standing on its own, but they also have a similar feel so they can be viewed as a group as well. The illustrations have a comic book feel, making the food appear larger than life and like something that is unique, regardless of how truly unique the food may be. Riginashvili did a great job creating branding that is appealing to the eye and brings focus to the key elements of this business’ food.