The famous pastry shop chain in Cyprus has decided to go through a radical rebranding. The brand has been established as a family business in 1986 and it still works in the same way. The main target of the company is to produce and sell a series of premium – mainly American sweets and pastries made of very high quality and fresh ingredients. The rebranding had to incorporate a series of interventions, not only regarding the brand identity, but also the presentation of their products and the remodeling of the stores. The new space should represent the philosophy of “New York Sweets” and its long-lasting tradition while at the same time redefining their aesthetic identity. At that moment, the company was managing seven pastry shops in different locations in Cyprus. The largest shop of the chain, located in the island’s capital has been chosen as the first one to be remodeled and it would therefore operate as a pilot store for the new venture.