Taboo is a new restaurant based in Mostar, B&H, that offers deliciously prepared local and international specialties and drinks. Shift has worked extensively on the project, which has included the naming of the restaurant, creation of the visual identity and environmental graphics design. Our client wanted to create a place which will fascinate visitors, so we were asked to come up with an identity that embodies these aspirations, as well to create an inspiring name. A well chosen name is an essential brand asset – the creation of the metaphorical name "Taboo" extends flawlessly into the restaurant business because of the potential for visualisation and storytelling. Names that are allusive of stories, people, cultural norms, social phenomena, mythology and so on are classified as metaphorical. The greatest quality of a metaphorical name is that it has the power to create immediate associations with desired themes, feelings and ideas. Our agency set a modern and sophisticated tone for the restaurant with a name that has 'rhythm.' After an extensive study of typefaces, a clean alphabet of light type was chosen. With flexibility in mind, we created a logo which is truly usable in a variety of applications. The Taboo logo consists of the name of the restaurant and a symbol of a padlock icon, from which a speech bubble is emitting, alluding directly to something that is forbidden to speak. The outcome is the full Taboo visual identity that is intended to instantly convey the core ideas of a modern, sophisticated and breath-taking place. We hope this will be a Taboo people will talk about!