Mestia Airport: Svanetian Culinary & Cultural Heritage
Role:Content Direction · Editorial Framing & Illustrator Coordination
Promoting regional aviation into the high Caucasus through the rich culinary traditions and sketch-style illustrations of Svaneti.
The Challenge: Finding a fresh cultural angle for a mountain airport
Queen Tamar Airport in Mestia is one of the most scenic regional airports in Europe, nestled among the 5,000-meter peaks of Svaneti. Marketing for the region almost exclusively relies on photographs of snowcapped peaks and medieval defensive towers.
To stand out and inspire year-round travel, the airport needed a warmer, more intimate narrative angle that celebrated Svaneti's living traditions.
My Role & Editorial Framing
I originated the cultural framing, authored the accompanying storytelling copy, and coordinated with a local illustrator to create a series of authentic hand-drawn culinary sketches.
I guided the editorial tone to ensure deep respect for Svanetian customs and regional identity.
Project Collaboration & Credits
Culinary Traditions as a Travel Gateway
Rather than showing planes or mountain horizons, we invited travelers to experience the warmth of Svanetian hearths and hospitality.
Hero Culinary Illustration
A detailed sketch featuring authentic local staples: Kubdari, Tashmijabi, Svanetian salt, and mountain herbs.
4 Cultural Sketch Frames
Artworks spotlighting traditional alpine harvesting, woodcraft, stone architecture, and festive family feasts.
Storytelling Micro-Copy
Short, evocative descriptions sharing the history and ritual behind each culinary tradition, positioning domestic flights as quick cultural portals.
Visual Showcase & Media Archive (4)
Svan Salt (სვანური მარილი)
Headline: 'სვანური მარილი' (Svanuri Marili). Visual identity poster illustrating the iconic Svaneti condiment - a fragrant blend of coarse mountain salt, wild blue fenugreek, coriander, garlic, and dried chili pepper.
Narchvi Cheese (ნარჩვი)
Headline: 'ნარჩვი' (Narchvi). Illustrated poster showcasing Svaneti's rare artisanal cheese, aged and cured in wooden vessels buried under mountain earth for deep savory complexity.
Kartoflari Bread (კარტოფლარი)
Headline: 'კარტოფლარი' (Kartoflari). Illustrated poster celebrating the traditional Svan wood-fired flatbread stuffed with mashed mountain potatoes and aged Svaneti sulguni cheese.
Cultural Resonance & Domestic Travel Appeal
The series generated widespread organic appreciation for highlighting authentic regional culture rather than superficial tourism clichés.
Note on factual fidelity: Work verified across hero illustration and 4 sketch frames; flight ticketing was managed by the United Airports of Georgia.