Scope of Work
Website Design
Website Layout
Frontend
Backend
SEO
Photoshoot
Copywriting
Website Design
Website Layout
Frontend
Backend
SEO
Photoshoot
Copywriting
About the Project
We were tasked with redesigning the Vai Me Cafe website — focusing on usability, performance, and a refreshed visual identity that captures the brand’s lively, fast-casual energy.
We began by evaluating the existing platform to identify friction points and missed opportunities. This informed a complete structural rework, resulting in a responsive, content-flexible site that supports frequent updates, clear user paths, and an experience that feels immediate and intuitive across all devices.
We began by evaluating the existing platform to identify friction points and missed opportunities. This informed a complete structural rework, resulting in a responsive, content-flexible site that supports frequent updates, clear user paths, and an experience that feels immediate and intuitive across all devices.
Menu Screen
Address Screen with an Integrated Map
Website Concept
We were commissioned to create a structurally simple website, free from unnecessary details and visual noise. To produce work that resonates both with Georgians seeking traditional cuisine and with Muscovites who are always in search of something new, we embarked on thorough historical research into the story of Georgian cuisine, exploring its colours, forms, and other cultural elements.
Historical Research
In our historical research on Sakartvelo, we explored Georgian tableware, the colours used in tableware, traditional foods, colours in interiors and nature, cultural forms, traditions, methods of food preparation, ceramics, the traditional Georgian table characterised by an abundance of small dishes without dominant courses, and the role of wine, including qvevri [large clay vessels], pitchers, and the winemaking process.
Basic Visuals
In establishing the visual foundation, we drew on geometric solutions identified during our research, as well as smooth, flowing forms inspired by traditional Georgian tableware, calligraphy, and architecture. These elements guided the website’s design language, creating a contemporary aesthetic deeply rooted in cultural heritage.
Menu Screen — Desktop
Colour Palette
We used the colour palette defined in the brand book by Khatuna Kolbaya as the foundation, and adapted it contextually across the interface — adjusting tone, contrast, and application depending on the function and placement of each element [from background surfaces to CTAs [Call to Action] and overlays], ensuring both aesthetic consistency and usability.
Range of Colours
Colour Palette
Website Structure and CJM
At the stage of developing the website structure and CJM [Customer Journey Map], we aimed to express the simplicity yet rich diversity of Georgian cuisine through a straightforward website layout and direct geometric forms inspired by traditional tableware and clothing. Unlike restaurants that prioritise table reservations, the client’s main goal was a clear and elegant presentation of the menu, divided into intuitive categories with easy navigation within this section. The website menu also serves as the in-cafe menu, eliminating the need for printed copies, reducing waste from soiled menus, and simplifying updates, all while maintaining a clean and convenient.
Menu Page Framework and Grid Measurements
CJM — Customer Journey Map
Layout
Given the simple format of the website, most decorative elements were minimised: the key details focus on the spacing and the design of cards used in the menu and News | Blog sections.
For inspiration, we closely studied the shapes and subtle features of traditional ketsi [clay pans], pitchers, and other everyday Georgian tableware, translating these forms into the website’s visual language.
For inspiration, we closely studied the shapes and subtle features of traditional ketsi [clay pans], pitchers, and other everyday Georgian tableware, translating these forms into the website’s visual language.
Letter "L" in Georgian Alphabet
Proportions Derived from the Letter "L"
Qvevri Blueprint Applied to the Website
Proportions Derived from the Letter "L"
Photo Identity
As for the photo identity, the approach was clear from the start: simple, straightforward photography featuring traditional tableware, without fancy lighting or arthouse-style visuals. After several trials, we also decided to remove the background and present the food only on the plates, making the menu page appear even cleaner and more focused.
Brand Idenity Designed by Khatuna Kolbaya
Kninkali with Beef and Pork
Typography
The website uses the Geologica Cursive type family: Medium for headings, Normal for body text, and Light for descriptions. This consistent hierarchy ensures readability, visual clarity, and a unified brand presence across all devices.
Typography was chosen prior to our involvement, and fortunately, Geologica Cursive proved to be an excellent fit for Cyrillic text. It is already used in the physical brand identity and social media, and is now seamlessly integrated into the new website.
Typography was chosen prior to our involvement, and fortunately, Geologica Cursive proved to be an excellent fit for Cyrillic text. It is already used in the physical brand identity and social media, and is now seamlessly integrated into the new website.
Geologica Extralight
Geologica Regular
Final Results
SEO — +34%
Best Practices — +35%
Accessibility — +32%
Conversion — +2.5%
Best Practices — +35%
Accessibility — +32%
Conversion — +2.5%
Website Rates Before | After the Redesign
Contacts
Social
Typeface
Copyright
All rights reserved
© 2025 ARKA
