Development of creatives

1. It is necessary to develop a system of facade creatives for the meat restaurant QAND, located on the first floor of a dark glass building at a busy intersection (L-shaped contour of the facades).

The main goal is to direct traffic inside: so that pedestrians and drivers traveling at speeds of 40–70 km/h quickly understand that there are delicious shashliks, Samarkand pilaf, and simple inexpensive dishes right below, and remember this building as a dining point.

2. Media and format

Vertical surfaces between the stained glass windows, approximately 5 m high × 1.8 m wide, first floor.

The creatives must work:

from the car interior while moving in two main directions towards the intersection;

for pedestrians at a distance of 10–50 m.

The entire series is perceived as a single design of the building, not a set of unrelated posters.

3. Essence and semantic task

The designer solves three key tasks:

Category: clearly show that this is a restaurant with shashliks, meat dishes, pilaf, and inexpensive meals, not an office/market.

Appetite: evoke a physiological feeling of hunger — emphasis on juiciness, texture, heat, steam.

Action: suggest that food is right here below, easy to enter "on the way" (without the feeling of an elite and expensive establishment only for special occasions). The focus of the assortment that needs to be visually transmitted:

shashliks and grilled meat;

Samarkand pilaf;

simple, light, and inexpensive dishes (soups, salads, snacks, lunches).

4. Visual style

Style: minimalist, modern, meaty, warm, without cheap clichés.

The main character on each panel is the product (meat, pilaf, samsa, a plate with a simple dish).

One visual center on the panel: one large object, everything else is subordinate to it.

The background is predominantly dark (graphite, deep black) for contrast with the warm colors of meat, pilaf, and fire.

Use warm lighting, steam, smoke, fire, the shine of oil and juice — everything that enhances the feeling of "hot, fresh, and delicious".

The entire series must be executed in a unified palette, a single font type, and with the same logic of logo placement.

5. Text and brand

Each panel must include:

The inscription QAND (approved restaurant sign);

a short message of 1–3 words (about shashlik, pilaf, hot dishes, lunch, restaurant, etc.). The text should be as large as possible, readable in 1–2 seconds at speeds of 40–70 km/h. The text enhances the image but does not draw attention away from the food. Examples of directions (not strict slogans, but meanings):

indicate that there is shashlik/pilaf here;

emphasize that the food is hot and delicious;

hint at accessibility/lunch "on the way";

suggest that the restaurant is right "here below".

6. Series and distribution across the facade

A series of creatives is needed for all spans, while:

some creatives emphasize meat/shashlik;

some — pilaf and simple dishes;

several key surfaces directly state that this is a restaurant/lunch here, not just a pretty picture.

When moving along the facade, a coherent story should be read: "fire → meat → pilaf → lunch here".

The strongest, most contrasting, and simplest visuals should be on those facades that are first visible from the approaches.

7. Restrictions and prohibitions

Do not use:

stock images of the level "smiling chef with a plate";

overloaded interiors, crowds of people, complex backgrounds;

more than 3 colors in the text;

small characters or elements that are not readable from the car.

Faces of people are allowed only as a secondary element; the main character is the dish.

Readability and strength of the image are more important than decorativeness and "beauties".

8. Expected result from the designer

The performer is expected not just to provide a set of images, but a conceptual system for decorating the facade:

2–3 options for the overall concept of the series (approach to meat/pilaf/lunches and composition across the facade) in the form of sketches and placement schemes. At the same time, the designer can also propose their own concept for creating catchy creatives for the building that ensure traffic and attract the attention of passersby.