The market launch of the »Baba Green« foodservice gave us the opportunity to develop the new branding. The design illustrates the brand value: the connection between tradition and modernity, Orient and Occident, fast- and smart-eating. The visual anchor is the typographical translation of a kebab. The logo thus consists of two formally corresponding elements: an iconographic symbol and the typography. The resulting »lettering« provides the foundation for various symmetrical patterns, allowing a variety of different styles for the design.