New brand for mini coffee-shops

May-2018

Finding yourself in a conceptual coffee-shop and feeling that you have been here before when travelling in Europe. A déjà vu experience as you enjoy quality food and excellent coffee. That unique sensation will be on offer to the staff of companies at 30 business centers in Russia in the next couple of years. By courtesy of CofeFest mini coffee-shops, with a brand style developed by our agency.

Our task was to create a smart, sustainable, but simple and friendly brand of mini coffee-shops with takeaway food. The design had to typify all key advantages of the brand: food by an in-house chef (100% natural), coffee beans freshly roasted to a special recipe, a warm welcome and individual approach to each customer. The coffee-shops had to fit seamlessly into the ambience of stylish business centers, and the cups, in which the coffee is served, had to reflect the good taste of the owner and to look as appropriate on a managing director’s desk as in a democratic open space.

The coffee-shops had to fit seamlessly into the ambience of stylish business centers, and the cups, in which the coffee is served, had to reflect the good taste of the owner and to look as appropriate on a managing director’s desk as in a democratic open space.

We created a concept that we call “Big World in a Small Cup”. The style is art deco, inspired by the Great Gatsby era of the 1920s–1930s with its ostentatious ornaments and hedonism. The geometry of this style gave us scope to transform graphics into materials and adapt our design to spatial requirements. The concept reflects the emotional urge of the target audience: to value and appreciate oneself, to be happy “here and now”. Little moments of joy, happiness, warmth and sincerity are embodied in the aesthetic décor: hedonism and love of beautiful forms are present in every line and decoration or our art-deco patterns. Blending with a subtle and translucent logo, the graphics generate bizarre and elegant shapes, interacting with the space around them. The logo can be read both from left to right and from top down, which emphasizes the intriguing brand name. Sophisticated shades of blue, green and crimson were selected as corporate identity colors. Folding business cards display the logo in 3D when they are opened, giving a different take on the brand. The coffee cups bear quotes from the works of Fitzgerald, Hemingway and Remarque – authors who express the Great Gatsby zeitgeist and the skill of treating every new day as a gift.