Chefshows is a project of the famous restaurateur Arkady Novikov. Chefshows, a culinary school, where everyone can take over culinary skills from the hands of the eminent chef, is united with a cafe for those who do not like to cook, but love to try gastronomic delights. Visual communication magic and culinary magic together gave the establishment a corporate style and naming - the latter determined the stylistic direction of the project. Flirting with morphology has provided several meanings: Chefshows stands for “cooks show”, and less obvious “cooks’ show”, both meanings organically fit into the concept of the institution. The sound naming has given us the textual implementation of the logo: we took the spectacular font of the Czech typographer as a basis and played upon the abbreviation “ch”, making the letters more gourmet. The corporate style is imbued with French chic and the festive atmosphere of the circus, well it’s the show of cooks! The French checker and red velvet backstage became a styling element. Moreover, there were some tricks: a rabbit in a hat, an octopus in a cookbook, an elephant on a dish.