The time has come for the first ever Georgian fast food chain. The Self team developed naming, a visual identity and tone of voice for this exciting new creature.

Abcs

There are plenty of restaurants out there with spicy sounding Georgian names. As well as Anglicised versions thereof. We wanted to be different. Something to stand out from both the traditional restaurant, and the street food stand. Something accessible to everyone. And something that reflects the soul of the fast food idea. Then we examined the Georgian alphabet, Mkhedruli, and the names of the first three letters, jumped out from the page — it all added up, Ani, Bani, Gani — the ABCs of Georgian cuisine. Then we got rid of the A to make it shorter but who cares, right? So long as the food is tasty.