Choose a simple object with a concrete benefit or a specific function (≠ fashion, aesthetics). An object that you can photograph, which is part of your daily life. (not necessarily a brand)
Noir play on the bright side and the dark side of the light. The all store is in the dark with spot that only bright certain object. Those objects are choose by the time of the day. The day is divided by 4 part and each part sell a certain type of object. The logo will change to indicate wich part of the day we are by turning the black dot, by a blank space. This blank space indicate the "phase". The restaurant sell as well different thing depending on the current phase.