Name and logo of the culinary factory “Shefi”

The united culinary holding Royal Taste and Home Restaurant produces ready-made dishes for local and federal chains: its products are sold in Vkusvill, Samokat, Lavka, Magnit, and Pyaterochka under the stores’ own brands.

The studio came up with a name and logo for the holding’s new food brand — this is how “Shefi” appeared.

“Shefi” is a cozy and familiar way to address the chef who creates new dishes, runs the kitchen, stands at the stove, and always thinks about how to feed everyone deliciously.

At the heart of the logo is the word “Shefi” itself. Its flexible form resembles the movement of a hand while cooking: the letters seem to mix and twist, and the distinctive line turns the inscription into a recognizable graphic mark.