Since I was little I was taught that food means celebration, joy, and sometimes comfort. I discovered that food intrigues me and makes me want to explore where it came from and what it is about it that connects us all so strongly. That's why I decided to establish PIR.
PIR is a food truck of Russian food, which travels around Israel and brings the message of classic Russian food with a modern twist - adapted to Israeli street food. The word "Pir" in Russian means a festive feast full of food, alcohol, joy, and togetherness. At this food truck, you can buy a salty fish sandwich on the way to work or snack on pickles with chaser vodka after a long day.
I decided to base the graphic language of the project on the Russian ornamentation that always intrigued me. Starting with the Khokhloma prints - botanical Russian prints of berries, strange and wild plants, and rich and dramatic colors, to the Russian typography influenced by many places - such as American diners.
Throughout the work on the project, it was important for me to show how Russian culture integrates with Israeli culture - and even though sometimes these two cultures seem so different to us, the fusion between them creates interesting, new, and fascinating things.
PIR has set itself the goal of uniting Russian and Israeli food through a happy and colorful meal and creating a melting pot between these two cultures, because in the end - we all know that there is no greater bond than food.
PIR was my final project in Shenkar, made in 2022, with the guidance of Tamar Bar Dayan & Dekel Bobrov.
