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ShB is a street-food bar from Petropavlovsk that started in 2021 as a shawarma spot and grew into a place with real character: shawarma in every variation, steamed bao buns, chebureki, noodles, waffles and signature drinks. Its audience is young and bold — people who live on memes and look for their place, not just somewhere to grab a bite.
The client's brief sounded simple but demanded precision: turn a local shawarma joint into a recognizable brand that speaks the guest's language and stands out among dozens of lookalike spots. We had to package the taste into an identity, a tone and a system that work the same way in the venue and in the feed.
We compiled a logobook, built the visual identity — with a film-photo effect, graffiti and bold oversized lettering — selected the typefaces and designed the print materials and retail packaging. Color became a carrier of character: each direction has its own shade within a single palette, so the brand stays cohesive while the products stay distinct.
A separate solution was the BAD BAO sub-brand — a line of steamed bao buns with its own visual language: deep red, hieroglyphs and a striking Chinese aesthetic, deliberately contrasting with ShB's core style. It turned bao into a standalone product with its own story without diluting the main brand.
We took over content and promotion: regular photo and video shoots, running the @shb_petropavl Instagram and launching a website with delivery. At its core is a system of rubrics: weekly Reels featuring sets (not a "combo," but a nudge to order several items at once) and daily Stories with recurring formats — "Guess the Shawarma," "Cheburek Favorite," "Meme of the Day," BAD BAO and more.
We gave the brand a voice as bold as ShB itself — ironic, meme-fluent and street-slang, with zero corporate stiffness. In parallel we ran targeted ads: promoting sets and supporting the business's HR needs with vacancy creatives. As a result, the content stopped being "just posts" and became part of the product itself.
Results
ShB gained a cohesive identity and a recognizable tone that set it apart from similar venues and work across every touchpoint.
On top of ShB we launched BAD BAO — steamed bao in a Chinese aesthetic — and Rock'N'Dog — a hot-dog line with rock energy and its own branded assets. Both became a reason to visit in their own right, without diluting the main brand.
Over the course of our work, ShB grew from one location to two (179 Gorky St. and 24 Internatsionalnaya St.) and launched delivery through its own site, shb.kz.