Brand as a living system.

OVERVIEW

Guides is a creative agency that helps brands in HoReCa and Retail stand out, stay relevant and grow. Founded in 2020, our studio operates in Madrid and Odesa and works globally. We go beyond the visual, building full communication systems and brand identities that reflect a business’s core and speak clearly to its audience.

We believe branding is not just how it looks — but how it lives, behaves, and connects. That’s why we work closely with founders, chefs, architects, and marketing teams to turn ideas into experiences — from naming and strategy to packaging and digital content.

Ask yourself

What does your brand

What does

really stand for?

your brand

REALLY

STAND FOR?

OUR METHODS

STRUCTURE

We begin with listening. Not assumptions.  Through open dialogue, we define the values and goals that shape your brand's foundation.

APPROACH

Our approach combines strategy and intuition.  We ask the right questions to uncover the deeper meaning behind your brand and bring it to life through creative work.

Our approach combines strategy and intuition. We ask the right questions to uncover the deeper meaning behind your brand and bring it to life through creative work.

MODEL

We co-create.  Our process is transparent, flexible and collaborative — built to reveal what makes your brand truly yours.

We co-create. Our process is transparent, flexible and collaborative — built to reveal what makes your brand truly yours.

SERVICES

We create brands that
follow their own path —
not passing trends.

We create brands that follow their own path — not passing trends.

We create brands that follow their own
path — not passing
trends.

Brand Strategy

We uncover the core of your brand and define how it should speak, act, and evolve. From market research to positioning — we create a strategy with meaning and direction.

Research & Insights

Brand Positioning

Vision & Mission

The Big Idea

Brand Architecture

Brand Strategy

We uncover the core of your brand and define how it should speak, act, and evolve. From market research to positioning — we create a strategy with meaning and direction.

Research & Insights

Brand Positioning

Vision & Mission

The Big Idea

Brand Architecture

Brand Strategy

We uncover the core of your brand and define how it should speak, act, and evolve. From market research to positioning — we create a strategy with meaning and direction.

Research & Insights

Brand Positioning

Vision & Mission

The Big Idea

Brand Architecture

Visual Identity

We build strong, coherent brand systems — from logos and packaging to full-scale design ecosystems. Each element works to make your brand recognizable and emotionally resonant.

Brand Identity

Art Direction

Brand Systems

Packaging Design

Digital Design

Visual Identity

We build strong, coherent brand systems — from logos and packaging to full-scale design ecosystems. Each element works to make your brand recognizable and emotionally resonant.

Brand Identity

Art Direction

Brand Systems

Packaging Design

Digital Design

Visual Identity

We build strong, coherent brand systems — from logos and packaging to full-scale design ecosystems. Each element works to make your brand recognizable and emotionally resonant.

Brand Identity

Art Direction

Brand Systems

Packaging Design

Digital Design

PACKAGING DESIGN & COMMUNICATION

We design packaging that speaks before the product does — visual, tactile, and conceptual solutions that enhance perception and drive desire. Every detail works in harmony with your brand’s voice.

Packaging Concepts

Product Naming

Copywriting

Storytelling

Campaign Support

POS Materials

PACKAGING DESIGN & COMMUNICATION

Packaging Concepts

Product Naming

Copywriting

Storytelling

Campaign Support

POS Materials

PACKAGING DESIGN & COMMUNICATION

Packaging Concepts

Product Naming

Copywriting

Storytelling

Campaign Support

POS Materials

OUR TEAM

Real people.

REAL PEOPLE

Real people.

Unreal ideas.

UNREAL IDEAS.

Unreal ideas.

Demi Fomchenkov

Creative Director & Founder

Demi Fomchenkov

Creative Director & Founder

Demi Fomchenkov

Creative Director & Founder

Nongrui Li

Designer

Nongrui Li

Designer

Nongrui Li

Designer

Olga Shenderovska

PR & Communications

Olga Shenderovska

PR & Communications

Olga Shenderovska

PR & Communications

Stas Siniahovskyi

Senior designer

Stas Siniahovskyi

Senior designer

Stas Siniahovskyi

Senior designer

Alisa Mnatsakanyan

Designer

Alisa Mnatsakanyan

Designer

Brand as a living system.

OVERVIEW

Ask yourself

What does your brand

What does your brand

What does

really stand for?

really stand for?

your brand

REALLY

STAND FOR?

STAND FOR?

OUR METHODS

We begin with listening. Not assumptions. Through open dialogue, we define the values and goals that shape your brand's foundation.

Our approach combines strategy and intuition. We ask the right questions to uncover the deeper meaning behind your brand and bring it to life through creative work.

Our approach combines strategy and intuition. We ask the right questions to uncover the deeper meaning behind your brand and bring it to life through creative work.

We co-create. Our process is transparent, flexible and collaborative — built to reveal what makes your brand truly yours.

We co-create. Our process is transparent, flexible and collaborative — built to reveal what makes your brand truly yours.

We create brands that follow their own path —not passing trends.

We create brands that follow their own path — not passing trends.

We create brands that follow their own path — not passing trends.

Brand Strategy

Brand Strategy

Brand Strategy

Visual Identity

Visual Identity

Visual Identity

PACKAGING DESIGN & COMMUNICATION

PACKAGING DESIGN & COMMUNICATION

PACKAGING DESIGN & COMMUNICATION

Real people.

REAL PEOPLE

Real people.

Unreal ideas.

UNREAL IDEAS.

Unreal ideas.

Demi Fomchenkov

Demi Fomchenkov

Demi Fomchenkov

Nongrui Li

Nongrui Li

Nongrui Li

Olga Shenderovska

Olga Shenderovska

Olga Shenderovska

Stas Siniahovskyi

Stas Siniahovskyi

Stas Siniahovskyi

Alisa Mnatsakanyan

Alisa Mnatsakanyan

Alisa Mnatsakanyan

Growth starts where comfort ends. Ready to take the first step?

Growth starts where comfort ends. Ready to take the first step?

We begin with listening. Not assumptions.  Through open dialogue, we define the values and goals that shape your brand's foundation.

Our approach combines strategy and intuition.  We ask the right questions to uncover the deeper meaning behind your brand and bring it to life through creative work.

We co-create.  Our process is transparent, flexible and collaborative — built to reveal what makes your brand truly yours.

We create brands that
follow their own path —
not passing trends.

We create brands that follow their own
path — not passing
trends.

Growth starts where
comfort ends.  
Ready to take the first step?

Growth starts where comfort ends.  Ready to take the first step?