A premium restaurant brand built from the ground up at speed
Pinsky&Co — MART’17
Role
Brand & Communications Strategist / Project Launch
06Restaurant & winePinsky&Co — MART’17A selection from the project’s visual materials.
01 / Context
MART’17 was created from scratch within an exceptionally short timeframe. It needed to become more than the formal sum of three participants: a restaurant brand in its own right, bringing the expertise of Mantra Estate, Pinskiy & Co. and Simple Group together in one enogastronomic experience.
02 / Challenge
What needed to change
Build the positioning and communication system for a new restaurant, unite three distinct investor identities and establish a premium aesthetic from the outset — without the feel of compromise, partnership noise or a temporary launch.
03 / My role
My contribution within the wider team effort
Built the project’s communication framework from scratch within a compressed launch schedule.
United Mantra Estate, Pinskiy & Co. and Simple Group within one brand logic while preserving the value of each partner’s expertise.
Developed the positioning, meaning architecture and principles of the brand language.
Established the premium visual and editorial direction for the launch communication.
04 / Strategic solution
Place a shared cultural idea, rather than the ownership structure, at the centre: MART’17 as a contemporary wine restaurant where wine, gastronomy and hospitality carry equal weight and speak in one calm, assured voice.
05 / Execution
Areas of work
Positioning
Brand strategy
Communication platform
Tone of Voice
Visual direction
Content system
Zero-to-launch development
06 / Outcome
The project launched as an independent premium restaurant brand rather than a mechanical collaboration between three companies.
The roles and expertise of all three investors were united by one clear idea without competing within the communication.
A launch-ready strategic, visual and editorial system was created within a compressed timeframe.
MART’17 gained a distinctive burgundy-and-ivory aesthetic and the composed voice of a contemporary enogastronomic project.