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Life begins with water, and in Gyumri, it becomes a source of healing and satisfaction. The invention of a special cup to keep spring water cool adds to the city's allure. The flowing water from that special cup symbolizes renewal and grants the giver of water the revered proverb "May you live as long as water." These profound expressions highlighting the vitality of water serve as the guiding principles behind the branding of the "Kumkuma" restaurant. Transforming Gyumri's cultural sphere into a brand is always a delightful endeavor, and this project is no exception.

At the core of the "Kumkuma" brand logo lies a stylized depiction of a jug. Positioned centrally, it brings together the other elements of the logo: the name below and the identifier above, enveloping the symbol like an umbrella. The logo's distinctiveness extends to the custom font inspired by the jug symbol, employed for the name and all textual elements. In squarely crafting this brand, we have not only captured the essence of Gyumri, but also established its identity, style, and ideological foundation.