Evos is a shawarma restaurant chain founded in 2007 that played a key role in popularizing lavash in Uzbekistan. For 12 years, however, the brand’s image was tied to a single product: lavash.

As competition in the segment grew, new players appeared, borders opened and international brands such as KFC and Wendy’s arrived, it became clear that Evos needed a new image to stay competitive. The task was to create a new, more modern and multifaceted brand image that would strengthen its market position and set it apart from the newcomers.

The new Evos brand strategy was to move from a single-product brand to a full-fledged fast food brand. We developed a brand concept that meets global standards while taking local context into account. The visual identity became bright and modern, with an emphasis on adaptability and clear information, so the brand could adjust easily to different formats and locations.

The interior and architectural concept had to create a big-city atmosphere, conveying modernity and energy while keeping a local flavor. The tandir gosht shawarma, for example, reflected Uzbek traditions and brought authenticity to the brand’s new positioning.

We used bold elements in the design that set Evos apart from competitors and gave the brand a distinctive look. Brand stickers, stripes, interior details and branded items drew on local culture, which made them recognizable to the target audience and created the feel of a local brand with global standards.

The menu and graphics were adapted to specific regions of the country, keeping the link to tradition and highlighting local character. The tandir gosht shawarma, for instance, became a symbol of authenticity as well as a product. The visual identity is bright, clear and informative, making the brand accessible and appealing to a wide range of people.