From a Different Dough culinary shop – fresh retail brandRecent studies have shown that modern urbanites are trying to minimize time spent on housekeeping and cooking. In response to that, catering market is adapting its product supply and service approaches. New formats of establishments emerge and become successful due to their relevance. This is how an idea to create a chain of culinary shops, that will meet all of the modern audience's expectations of a fashionable spot with diverse and affordable food was born.THE TASKComprehensive development of an urban culinary chain: development of the concept, name, visual brand strategy and communication strategy.THE SOLUTIONA unique graphic language has been created as a part of this project, which helps the brand communicate with its audience and involve them in its life. A bright name of the culinary shop synergizes with a dynamic identity and allows for integration of various messages, creating a welcoming and expressive brand image without using any additional communication tools. From a Different Dough logo on various media can turn into functional benefits (From Wild Berries, From Fresh Vegetables) as well as into emotional messages – From a Nice Place, From Good Intentions, etc.Considering the modern trends, the Architectural Bureau of KIAN Group has developed a functional design for the chain's interior, which helps focus all attention on the food display counter and intuitively controls visitor flow.A mix of communication, modern identity, interior, kitchen format and service system has made this establishment the public's favourite brand.