At the start, the project already had its territory and infrastructure, but it still lacked a unifying idea that could explain what kind of place it was, what experience it should offer, and how its different elements should relate to one another.
Problem
Branding usually works with a product that has already been defined. In the case of Prirodovedenie, we had to start earlier — essentially by defining the character of the future place itself. The challenge was to unite the hotel, zoo, restaurant, bathhouse, walking routes, landscape and future facilities within one system. We needed to find a principle that could simultaneously serve as the foundation for the name, visual identity, services and further development of the territory.
Solution
Curiosity became the heart of the brand — the almost childlike desire to keep asking “what if?”, to examine the unfamiliar, notice details and discover how the world works. This led to the name Prirodovedenie — “nature studies”, a school subject familiar from childhood through which many people first began to consciously explore the world around them. This idea became the foundation of the entire brand system. The visual language recalls drawings made during childhood observations of animals and plants — slightly naïve, imperfect and alive. Soviet natural science textbooks, observation journals and the aesthetics of young naturalists’ clubs became key references. Some of the imagery was explored with the help of AI, testing dozens of variations in search of the right visual character. The colour palette is drawn from grass, earth, sunlight and sky, while the photography conveys nature through tactility, light, texture and closeness to animals. But the branding did not stop at the visual system. The same idea became the basis for the experience of the place itself: nature can be explored through food, temperature and sensory experiences in the bathhouse, audio routes, the landscape and direct encounters with animals.
Results
Instead of a standalone identity, the project received a single principle that connected the naming, visual language and the very logic of the space. The idea of curiosity became part of the conceptual development of the territory and a foundation for new services and future facilities at the park hotel. Branding therefore became not only a way to shape an existing product, but a tool for creating the product itself.
