The visual identity of the new adidas cafeteria adidas STRIPES creates a clear, individual image. This ensures fast orientation, both in the building and when putting together the daily lunch menu. The visual identity is derived from the individual nutrition concept of Holger Stromberg, German national team’s cook. The pictograms identify ingredients, allergenic agents and nutritional content of the meals. An orientation system such as this provides clear information and ensures organization during the midday rush hour. The consistently translated visual presentation is rounded off by graphic elements on walls and furniture.