The identity is created around the logo – white square. The idea is based on the classic computer game "the snake".
The square is a target for a snake moving on the black background. The white square illuminates the most important thing and focuses on the target, or object. The variation of the identity is achieved due to bizarre forms and the sizes of the snake hunting for the square. There are no boundaries for it, so it may flow from object to object, using any black surfaces.