Shupla (Шупла), started as Focacceria di Choni. A mobile bakery ran by Choni the owner that showed up at events to bake and sell their goods. Through the success of this, it only seemed right to build something permanent. By bringing in a team of renowned chefs and bakers, all that remained was the need for a brand that reflects passion and incites quality.

Artisan bakery visual codes are everywhere, and it's easy to end up looking like every other sourdough café that opened in the last five years. So we built the identity out of the one thing that couldn't be borrowed: the name. Shupla (Шупла) means the air pockets inside good bread, and every decision traces back to that. The logo mark is a handwritten "Ш" that also reads as a loaf. The graphic library isn't illustration, it's real bread: ink pressed onto actual loaves, scanned, and traced into vectors. GT Pressura carries the weight and confidence, Audela's italic brings warmth to the quieter moments, and Helvetica Neue holds everything in between together. Even the orange came from the space itself, Choni Orange, already there before the brand was.