Shift was faced with the challenge of creating a visual identity for domestic retail chain Diskont Planinic, located in Ljubuski, B&H. The company has the intention of expanding its business throughout the Herzegovina region. To achieve its goals, the company needed a clearly defined visual identity which could fully represent the company, so they engaged our agency to work on this project. The challenge was to find a symbol representative of the client's business, and that also contained the initial letters of the company's name – D and P. After the market research process, in addition to analyzing the wishes and needs of the client, we also designed a logo in the form of a shopping cart hiding the monogram of the initial letters of the company. By adding the tagline «dosta povoljnije» («much more favorable»), the compelling logo design was achieved. A carefully created visual identity encourages the customers to enjoy the shopping process. Our task, as designers, is to take commonplace letterforms, geometric shapes, and images – and make them distinctive and meaningful. We chose a colour pallete which is fresh and modern, and unusual for the grocery sector. The typeface for the visual identity was chosen because of its simplicity and flexibility. The logo had to work on many applications – bags, catalogues, print advertisements, interior design.