Shift was approached by the family owned and operated factory "Bura" to develop the logo and visual identity for the small business and to help visually express the story of the unique brand heritage. Located in the village Vodice near Ljubuški, in the region of Herzegovina, the factory provides its customers with the results of the natural process of drying prosciutto. The factory was named after the strong, cold and dry northeast wind which blows in the Herzegovina region - the Bura. More than twenty years ago the family started producing top quality prosciutto. Shortly after, it achieved high recognition for quality, and it is recognizable to its consumers by appearance, taste and aroma. This area of Herzegovina is ideal for the production of premium prosciutto thanks to the winds that blow around the area. The secret lies in the specific conditions of the local climate, with the famous Bura wind. Throughout its visual identity, "Bura" communicates the story of authentic Herzegovina tradition, great quality and genuine family values. We found inspiration for the logo design in a slice of prosciutto and, derived from the verbal identity of the brand, from a flag in the wind (bura = wind). We used more elegant typography in order to give a premium feeling to the product which provides a specialist touch among numerous identical competitors. Our team has succeeded in bringing together two opposing worlds, the traditional and the premium, to communicate effectively to different target groups. At the same time, "Bura" hasn't lost association with its key core values. This is a quality both rare and worthy of admiration when it comes to Herzegovina brands.