Today, Pivorama is one of the largest restaurant chains in St. Petersburg. In developing the brand concept at the analytical stage, we identified a number of features of the brewhouse and pub marketing segment, the principal of which is the saturation and dominance of European national themes: German, Czech, English and Irish. Based on the results of our audit we formulated the key conceptual features for a new restaurant that became the basis of differentiation from competitors.
First, the restaurant was not to have a pronounced European national theme. Second, we replaced the traditional “heavy” materials of pub design such as dark wood, leather and stone with light, “sunny” and natural materials. Third, in place of the pretentious elitism inherent to some brewhouses, it was important to create a democratic image.
On this basis we developed the restaurant’s imaging concept, known as “The Farm of the Drunken Pig.” This concept involves a special provincial flair in the design of interiors, menus, and employee uniforms. Works by the artist Vladimir Lubarov became the stylistic inspiration for the restaurant’s interiors. In his numerous works, Lubarov creates a particular style of “village naiveté”—simple, ironic and coarse, but deeply heartfelt at the same time.
The name of the restaurant chain, “Pivorama,” is phonetically linked to the word “pilorama” (the Russian word for sawmill, or the workplace of good, hardworking men located not far from the village), and the slogan “Warm up with a cold one” emphasizes the theme of beer. The logotype expresses the primary idea of “he who works hard, plays hard.”
Today, the Pivorama chain is developing successfully and already includes six restaurants. It is planning to open a seventh.