In the suburbs, unlike the big city, the Makolet symbolizes the heart of the Moshava. It focuses on the women of the Ishuv, and helps them to become updated about what's new, who came to the Ishuv, and who left, what their neighbor cooked yesterday, and how dare she leave the house like that! In the branding process for the Makolet clothing chain, we have used the value of gossip as a base for building a language that deals with the locality, femininity, and nostalgia of a small Ishuv alongside the big city.