Taking a Day Off — beer culture storesTsar Beer store chain is one of the leaders on the draft beer market in Moscow. The company's ambitions and fast growth required a new modern level of brand identity, to put away the archaic, old-fashioned image formed due to the existing non-copyrightable brand name (Tsar Beer) and the historically created identity corresponding to it.THE TASKРазработать маркетинговую стратегию бренда, создать уникальный запоминающийся образ бренда, яркое охраноспособное название, современную айдентику и архитектурное решение для фирменной розницы.THE SOLUTIONMarketing strategy and the image of the brand were based on the existing ideology and corporate values, dedicated attitude and undeniable product expertise transmitted primarily by the CEOs. This image has been reflected in the chain's name subtitle: Taking a Day Off — beer culture stores. Vivid and bright name of the Taking a Day Off brand sets the friendly tone. It drops all the formalities in the interaction with the consumer and provides infinite potential for communication development. All this is highly important for a successful brand creation in this type of business.The dynamic identity, the effective visual minimalism, the red color associated with leadership form the unique graphic language of the brand which effectively works with store interior design concept developed by the Architectural Bureau of the KIAN Group.