INCH by Zinchenko

NEAT agency Mykhailo Stepanskyi - creative director, namer Viktor London - art-director

INCH by ZINCHENKO is a sports restaurant in Kyiv, opened by renowned Ukrainian footballer Oleksandr Zinchenko. It all started with the brand name — Oleksandr wanted it to reflect his surname. But that was the biggest challenge: since the full-scale Russian invasion, people have developed a strong aversion to names and neologisms starting with the letter “Z”. That’s how INCH was born, with the surname placed as a descriptor: "by Zinchenko". Beyond the surname reference, the name INCH carries a powerful meaning — it represents steady progress toward victory and dreams. And on that journey, every inch matters. From the name, the slogan emerged, followed by the brand legend, and finally the dynamic, flexible logo and identity.