Rebranding and retail design of one of the largest coffee chains in Russia
- 3rd place — Retail Branding
POPAI Russia Awards, 2019 г.
There are six main parameters of a consumer choice of a retail or HoReCa brand: location, product, interior/exterior, service, communication and identity. We proposed to change the approach to the space design, gave recommendations on lighting and zoning, as well as on the goods demonstration and assortment.
The previous slogan "It’s time to eat" contained an important point that the project team wanted to keep. It was necessary to reflect the possibility of a full lunch or breakfast, as well as the rhythm of a big city with a constant lack of time.
As a result, the parceling "Eat. Drink. Succeed", which combined rational and emotional advantages in once.
We wanted to reinforce the important status of coffee shops in the city, as well as strengthen the Moscow component of the place. St. Basil’s Cathedral dome patterns and the identity of the Moscow subway became a source of inspiration: hence the subconsciously familiar zigzag lines and the red and white color combination.
The main feature is the customization of cups with stickers. They help building communication, giving individuality and "virality" to the brand.
After the rebranding, Coffee House opened three points in Moscow, which operate in a self-service format: orders are accepted at the checkout and issued in a special zone. The large menu with hot dishes was replaced by sandwiches, salads, yoghurts and pastries.