NAG

NAG is a restaurant and cocktail bar in Yerevan inspired by the mythical serpent of Indian folklore—an ancient, hypnotic creature that draws you into its wild, immersive world.

The challenge was to create a brand identity that blends mysticism with colonial heritage, capturing the rich intersection of British and Indian cultures. The result is a visual journey through dense jungles, layered histories, and sensory overloads—where taste, sound, and movement intertwine.

At the heart of the identity is the logotype: bold, fluid, and hypnotic—evoking the serpent’s presence and its power to enchant. “The Tongue of Hypnosis” became a symbolic phrase, speaking to the brand’s deeper narrative.

Every brand element contributes to the story. From the paper bag inviting you to “Idolize the Mythical Creature,” to the textures and tones rooted in both nature and empire, NAG blurs the line between the real and the imagined.

This is not just a place—it’s a transformation. NAG wraps around you, drawing you into a myth that’s as ancient as it is alive.