Beshqozon is the largest plov brand in Uzbekistan. Despite its market leadership, it was still perceived as a single local restaurant with “expensive plov.” The absence of a clear strategy and identity limited growth, while copycats inside and outside the country threatened its position.
We developed a comprehensive brand strategy and carried out a large-scale rebranding, transforming Beshqozon into the first national fast-casual plov chain. The central idea became WE ARE OSH! — with osh meaning plov in Uzbek. We defined the brand’s positioning, mission, and value system, and created a new five-circle logo, a custom typeface, modern patterns, and a scalable brand architecture including Express, Delivery, Catering, and the Plov Festival.
The launch took place at the country’s largest food festival, where more than 20,000 guests directly engaged with the brand, amplified by a collaboration with Coca-Cola. Following the rebrand, Beshqozon changed its perception, broke the “expensive plov” stereotype, increased visits and delivery orders, and received partnership offers from retail chains and food courts.
Today, Beshqozon is not only a network of four branches but also a cultural platform with a clear growth strategy. The fifth branch, the first food court location, and an airline partnership — where plov is served onboard for the first time — are already underway. The brand has evolved from a local legend into a national symbol of modern Uzbek cuisine.
Publication date: August 20, 2024