Brand-complex was developed by High School of Branding students. Project includes
researches, positioning strategy, brand platform development, verbal and visual identification,
brand-complex expansion in mass media.
Revolution was chosen as the brand key metaphor, as result of inspiration by real story “Boston tea-drinking”– coffee revolution 1773 in America. Freedom and liberty as the main values of the store are directed on target consumers who are young people. Language of Graffiti art as ingenious tool in points of sale that city communicates with consumers is the corporate style base. As a result of design, it has come a bright and dynamic brand of coffee shop network that compares favourably with competitors.
researches, positioning strategy, brand platform development, verbal and visual identification,
brand-complex expansion in mass media.
Revolution was chosen as the brand key metaphor, as result of inspiration by real story “Boston tea-drinking”– coffee revolution 1773 in America. Freedom and liberty as the main values of the store are directed on target consumers who are young people. Language of Graffiti art as ingenious tool in points of sale that city communicates with consumers is the corporate style base. As a result of design, it has come a bright and dynamic brand of coffee shop network that compares favourably with competitors.
Design team:
Project Manager: Alena Stepanova
Strategist: Max Sudarev
Project Manager: Alena Stepanova
Strategist: Max Sudarev
Strategist: Anton Matkevich
Art Director: Dmitry Aleksenko
Designer: Ludmila Smirnova
Curators of the project: Sergey Lelikov, Alexander Demenko, Andrey Kozhanov
Art Director: Dmitry Aleksenko
Designer: Ludmila Smirnova
Curators of the project: Sergey Lelikov, Alexander Demenko, Andrey Kozhanov
