Beerman Case — Brand Development

A restaurant network by Siberian restaurateur Denis Ivanov, adapting global culinary bestsellers to Russian taste preferences.

Each BEERMAN restaurant’s specialization is reflected in its suffix: BEERMAN&pelmeni, BEERMAN&pizza, and other variations depending on the author’s concept.

Challenge

To conduct a full rebranding of the chain, reflecting a new positioning: everyday restaurants that do not require a special occasion. To extend the concept into an attractive franchise model, easily scalable and adaptable to any culinary specialization.

Solution

We looked for what unites all restaurants in the chain and identified the core: the atmosphere of meeting and communication over good food — whether it is grill, pizza, or pelmeni. The identity is built around the slogan “Meet. Connect.” and the visual encounter of two letter “E” forms.

We defined the right atmosphere.

We integrated sub-brands that communicate the specific features of each restaurant — an essential element for both existing projects and future franchise development.

BEERMAN functions as a complex ecosystem comprising restaurants, a delivery service, and its own retail product line. We mapped the customer journey across every BEERMAN service and developed a comprehensive communication system.

In the brand iconography for “delivery” and “takeaway” services, we visualized contrasting cultural encounters under one roof — reinforcing the core idea of meeting and interaction.