bushe

The first Bushe bakery was opened in 1999. Today, there are more than 40 establishments, in many different formats. The project’s creators managed to create one of the most beloved brands in the Saint Petersburg market.

strategy

The first Bushe bakery was opened in 1999. Today, there are more than 40 establishments, in many different formats. The project’s creators managed to create one of the most beloved brands in the Saint Petersburg market.

Challenge

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.

Solution

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.

Result

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.

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