Content Direction · Cultural & Culinary Storytelling · Illustrator Coordination
Place-based storytelling and sketch-style illustration direction positioning Mestia Airport through the traditional culinary heritage of Svaneti.
Client:
Mestia Airport
Svaneti is famous for its alpine peaks and medieval towers, which appear in almost every travel post. To position Mestia Airport as an inviting gateway for both international visitors and domestic travellers, we needed a warmer, less predictable cultural hook.
I led content development and overall visual direction for the series, collaborating closely with illustrators on how traditional Svanetian dishes, ingredients and preparation rituals were depicted and explained.
Food is one of the most immediate ways travellers connect with a region's identity. By centering the series on Svanetian culinary traditions, every post introduced a tangible aspect of local hospitality awaiting passengers beyond the runway.
Rather than mixing disparate food photographs, we briefed a unified hand-drawn sketch style on warm, parchment-toned backgrounds. Each illustration highlighted the texture and ingredients of the dish alongside concise cultural copy.
The illustrated series gave Mestia Airport an art-directed editorial identity that complemented the broader Kutaisi International Airport destination work while celebrating Svaneti's distinct highland character.
While most Svaneti travel campaigns rely solely on snow-capped peaks and medieval stone towers, the hero artwork and four frames above took a warmer, table-level perspective:
Introduced Svaneti through its signature dishes, traditional preparation methods and mountain spices, giving both international visitors and Georgian travellers a sensory reason to visit.
Coordinated closely with illustrators to maintain a restrained, hand-drawn sketch aesthetic on textured warm backgrounds, avoiding the visual inconsistency of mixed stock food photography.
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