«Grand Урюк» combines chain restaurants format, high quality food and a trendy parties. The new identity and advertising communications are aimed at a young and advanced audience. Thus and so they are based on trendy images and messages in the format of call-to-action. The golden apricot with ambiguous curves became the key image of the restaurants. It perfectly reflects the ambiguous character of the brand image and positioning – «not just a restaurant but a never-ending celebration». This bipolarity was further reflected in the brand identity which combines two contrasting approaches – organized chaos vs. order and simplicity.