Shnobel – a restaurant with a remarkable nose

The Task

The city of Sumy had long been missing a restaurant with true personality not just another «nice place to eat,» but a space with a distinct tone and point of view, where every detail carries meaning. Our goal was to create a restaurant with a perspective on gastronomy, yes, but also on hospitality as a cultural experience. A place that shapes the taste of the city both literally and metaphorically. So we took on the full brand build: naming, positioning, interior design, visual identity, brand voice and atmosphere

How Shnobel was born

The name started with a spark of humour and visual metaphor. In Ukrainian, «шнобель» (shnobel) is a playful slang word for a big nose – a distinctive, memorable feature that instantly draws attention. It felt like the perfect symbol for a restaurant that wanted to stand out, feel things deeply and leave a lasting impression. And more than that the nose isn't just visual. It's the main organ of taste and memory. Up to 80% of flavour comes through the sense of smell. That's exactly how we imagined the brand: emotional, sensory, layered, and just a little ironic. Shnobel is a restaurant that «has a nose for things» flavour, atmosphere, and personality.

Positioning

Shnobel is big in presence, idea, and intent. It's a place you want to tell others about. Not because the portions are large (although they are), but because everything here is done with scale of meaning — from the concept to the tiniest gesture. That's how we arrived at the descriptor: «A restaurant of great dishes».

It's not about size. It's about significance. This idea is expressed visually through a centrepiece in the dining hall a large oil painting of a tiny dill blossom, displayed in a gilded frame with a metal mount. Not just decoration, but a visual manifesto: Even the smallest thing deserves to be seen on a grand scale.

So when we say «great dishes,» we're talking about great thought, great mood, great hospitality.

Logo

The Shnobel logo captures the brand's personality: witty, expressive, and warm. A handwritten wordmark brings a sense of craft and individuality, while the plate replacing the letter «O» adds a subtle nod to the dining experience.

Visual Identity

The visual identity plays with contrast and texture combining deep navy and creamy kraft as core colours that feel both grounded and tasteful. Typography mixes a clean grotesque for structure and a handwritten accent for character. Tactility is a key part of the system: kraft paper, embossed leather, engraved wood. Uniforms match the brand palette, chef aprons are embroidered, and name badges are crafted from engraved metal.

Interior Design

The space is bright, natural, and emotionally warm. Stucco, straw, wood and metal were all crafted by Ukrainian artisans. The layout includes cosy zones for small groups, a large shared table, and a private event room with a projector. The design mirrors the positioning: playful, thoughtful, and full of tactile charm. And yes — we leaned into a bit of exaggeration. Because Shnobel isn't just any nose. It's The Nose.