It’s always fantastic to see brand identities in an alphabet that’s unfamiliar. As an American, the Cyrillic alphabet is not something I see often. However, great brand identity design doesn’t require readability to have an effect. Such is the case for Marka Collective’s work for Good Job.
Good Job is a play on words in Bulgarian. The word “job” [ʤɒb] sounds similar to the word for “pocket” – “джоб” [dzhob] in Bulgarian. Since the brand creates sandwiches inside of pita pockets, this creates a fun, tongue-in-cheek name and from that basis an equally fun, tongue-in-cheek brand is crafted.
This restaurants identity employs complementary colors to create pop. The strong royal blues and the bold oranges collide to add fun, down-to-earth vibes upon which illustrations and strong typographic layouts build. An “okay” hand gesture serves as the brand mark which is a semi-universal gesture for a job well done. That hand finds its master in the form of a whistling pita pocket drawn in a throwback style that trending hard right now.
From the packaging through the interiors, this brand jumps with jovial attitude and happiness. You don’t have to read Bulgarian to feel it. And for that reason, this is an excellent identity in action!