Qnari Group — Brand Guidelines

01 — Brand Story

Wine. Hospitality. Distribution. Technology.

Qnari Group is a Georgian multi-sector business conglomerate with operations across wine retail, nicotine pouch distribution, hospitality, and technology. Rooted in Tbilisi with a European reach, we build and scale businesses that combine local authenticity with modern execution.

Mission

To build market-leading businesses in Georgia and the Caucasus region through operational excellence and strategic brand development.

Vision

A diversified portfolio of brands that define their categories — from Georgian wine to modern retail to technology platforms.

Values

Ambition, authenticity, operational rigor, local-first thinking, and an unwavering commitment to quality.

Brand Personality

Professional Ambitious Modern Georgian Bold Trustworthy

02 — Logo

Logo Suite

The Qnari Group logo features a stylised grape-leaf crest with three gradient lines in warm orange, paired with a refined serif-inspired wordmark. The "Group" suffix appears in muted gray.

Primary Logo

Full color — default usage on light backgrounds

White Version

For dark backgrounds and overlays

Dark Monochrome

Print, neutral backgrounds

Usage Rules

Maintain these rules to ensure the logo is always presented clearly and consistently.

Clear Space & Minimum Size

Clear space = height of the crest icon on all sides

120px min (full logo)

Do

Use the primary logo on white or light backgrounds
Use the white version on dark or photo backgrounds
Maintain clear space around the logo
Scale the logo proportionally
Use the gradient crest lines as-is

Don't

Don't rotate or skew the logo
Don't change the logo colors or gradient
Don't add drop shadows or effects
Don't place on busy or low-contrast backgrounds
Don't stretch or distort the proportions
Don't separate the crest from the wordmark

03 — Color Palette

Colors

The Qnari Group palette balances warm orange energy with a dark, sophisticated foundation. The accent orange conveys ambition, while the dark tones anchor the brand's professional identity.

Accent

HEX #E86C2D
RGB 232, 108, 45
HSL 20°, 80%, 54%

Primary CTAs, highlights, brand accent

Accent Hover

HEX #C4561E
RGB 196, 86, 30
HSL 20°, 73%, 44%

Hover states, active elements

Accent Light

HEX #FDF0EA
RGB 253, 240, 234
HSL 19°, 86%, 95%

Tinted backgrounds, badges

Dark

HEX #0D1117
RGB 13, 17, 23
HSL 216°, 28%, 7%

Primary dark backgrounds, hero sections

Dark Secondary

HEX #161B22
RGB 22, 27, 34
HSL 215°, 21%, 11%

Secondary dark surfaces, cards

Surface Alt

HEX #F8F7F4
RGB 248, 247, 244
HSL 45°, 22%, 96%

Off-white alternate sections

Neutral 900

HEX #111827
RGB 17, 24, 39
HSL 221°, 39%, 11%

Headlines, primary text

Neutral 600

HEX #4B5563
RGB 75, 85, 99
HSL 215°, 14%, 34%

Body text, descriptions

Neutral 400

HEX #9CA3AF
RGB 156, 163, 175
HSL 218°, 11%, 65%

Muted text, placeholders

Border

HEX #E5E7EB
RGB 229, 231, 235
HSL 220°, 13%, 91%

Borders, dividers, cards

Destructive

HEX #DC2626
RGB 220, 38, 38
HSL 0°, 72%, 51%

Errors, delete actions

Success

HEX #16A34A
RGB 22, 163, 74
HSL 142°, 76%, 36%

Confirmations, positive states

04 — Sub-Brand Colors

Portfolio Brands

Each business unit in the Qnari Group portfolio has its own signature color. These colors are used in contexts where sub-brands appear alongside the parent brand.

Wineland

HEX #CB653A — Wine retail & distribution

Three Crowns

HEX #1F4775 — Nicotine pouch retail

Dippi

HEX #6C5ECF — Wine technology platform

KUMA

HEX #D7D9B1 on #1B1815 — Nicotine pouches

Apres

HEX #C9A96E on #FFF7F2 — Premium nicotine brand

05 — Typography

FiraGO

FiraGO is the sole typeface across all Qnari Group properties — a versatile, multilingual sans-serif that supports Latin, Georgian, and many other scripts.

Regular 400

ქნარი ჯგუფი — Qnari Group

Medium 500

ქნარი ჯგუფი — Qnari Group

SemiBold 600

ქნარი ჯგუფი — Qnari Group

Bold 700

ქნარი ჯგუფი — Qnari Group

Type Scale

Heading 5XL — 3rem

Heading 4XL — 2.25rem

Heading 3XL — 1.875rem

Heading 2XL — 1.5rem

Body XL — 1.25rem

Body Base — 1rem. This is the default body text size used for paragraphs and descriptions.

Small — 0.875rem. Used for captions, labels, and secondary information.

XS UPPERCASE — 0.75rem. Tags, badges, section labels.

06 — Tone of Voice

How We Sound

Qnari Group speaks as a confident, established business group. We're professional without being corporate, ambitious without being boastful, and Georgian without being provincial.

Confident & Direct

We state facts, share results, and let our track record speak. No hedging, no unnecessary qualifiers.

Professional & Clean

Polished language that reflects our operational standards. No jargon, no buzzwords — just clear, purposeful communication.

Ambitious & Forward

We talk about where we're going, not just where we've been. Growth, expansion, and excellence are recurring themes.

Georgian & Global

Proudly rooted in Georgia with European ambition. We use Georgian naturally where appropriate, never as decoration.

Examples

Do "We operate across four sectors with a shared commitment to quality and growth."

Don't "We are a synergy-driven, multi-vertical enterprise leveraging cross-functional capabilities."

Do "Wineland has grown to 12 locations across Georgia since 2019."

Don't "We are THRILLED to announce our INCREDIBLE expansion journey!!!"

Do "Built in Tbilisi, serving the Caucasus region and beyond."

Don't "A world-class, globally-renowned, industry-disrupting enterprise."