Cult Pizza is a new restaurant and food delivery service in Murmansk. For the project's launch in January 2026, we developed a full identity: naming, creative concept, and visual style.
Despite the name, Cult isn't a closed, gloomy sect — it's an open community where everyone belongs. The atmosphere here is light, relaxed, full of humor and a shared passion: a love of good food. That's why the identity borrows the aesthetic of urban street culture, underlining the service's values: closeness to people, openness, an absence of snobbery, and full accessibility.
The core element of the style is bold, confident typography that blends expressive grotesque with street calligraphy. A custom-built typeface, Cult Regular, with handwritten characters, bursts into the headlines like graffiti on city walls. This approach simplifies laying out designs and forms a unified system that keeps things ordered while still carrying the chaotic vibe of the street.
Project team
Naming, copywriting — Leonid Danshchikov and Alina Lee Askarova
Art director — Olya Mityukova
Project manager — Polina Morozova
Brand identity design — Polina Livaich
Mall location design — Vlad Shmakov
Case design — Polina Livaich
Case editor — Misha Kurnosov
