Ponchik Monchik

The sweetness of Gyumri and the sunny spirit of Yerevan became the foundation of Ponchik Monchik’s new visual identity. The brand is built around the idea of creating a warm, light and family-friendly atmosphere - a place where people of all ages can slow down, step away from the city’s fast pace, focus on the moment and simply enjoy Gyumri’s iconic ponchik in one of Yerevan’s most charming corners.
The new logo, along with the colors and the entire visual system, is built on balance - moderately serious and moderately playful.
One of the main goals was to create an identity that reflects the joyful and lighthearted atmosphere formed around ponchik, while at the same time avoiding a purely childish look and feel.
Taking into account Ponchik Monchik’s long journey and the emotional connection people already have with the brand, the primary logo also includes the “from Gyumri” signature, emphasizing the brand’s roots and the city where this story began.