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Understand the relevant cultural codes for Moscow in order to prepare the brand for a launch in the capital. At the same time, it was important to retain the brand’s hard-won capital over its history in Saint Petersburg.

Semiotics of bakeries, coffeeshops and counter service restaurants in Moscow in order to better understand the cultural codes that govern people’s perception and behavior.

The results of our semiotic research helped us develop a brand platform, which served as the foundation for changes in their communication as well as for the creation of their new bakery interiors.