We were asked to create a brand for Holy Deer, a café and bar in the very heart of old Tbilisi. The space was meant to draw expats, tourists and, above all, locals. The location dictated a great deal: the historic center, a residential quarter on the way to the Funicular, hotels and apartments all around, a constant stream of travelers. But for all the tourist traffic, it was clear the project could not cater to visitors alone. We needed to sense what the city itself wanted.

The insight was honest and true to life. Georgians themselves had grown tired of the same dining scenarios and familiar formats. There was a growing appetite for a new leisure culture: more contemporary, freer and cosmopolitan, yet respectful of its setting. Holy Deer was to be exactly that kind of place, easy for a tourist to understand and genuinely appealing to locals.

The name comes from a city legend. The deer is one of the symbols of Tbilisi and is tied to the story of the city’s founding. In the brand, it became a cultural reference rather than a literal sign, blending the sacred with irony. That is how the name Holy Deer came about: light, memorable and finely balanced between myth and a contemporary tone.

The typography reinforces the idea of a dialogue across time: a modified Druk Wide brings a contemporary edge and character, while the serif Lovelace adds historical depth and respect for the architectural and cultural surroundings. The result is a brand that does not argue with the city but continues it, bringing together a local legend, contemporary aesthetics and a new leisure culture.