Kalachev is the coffee backery chain with wide choice of backed products and confectionery. Its target goup is wide and likes to taste all the new products not limiting itself by traditional set of backery products. The idea of the brand is the great gastronomis voyage and visual style reflects the journey of imaginary hero-merchant Kalchev-who travels through imaginary counries and see exotic miracles and bring gourmet foods to Moscow.
The style appeals to the exploration desire of the traget group,to the pioneer fever of discivery of the new things that is a general modern trend. The brand idea also reflects the famous journey of The Children of Captain Grant, wandering of Gulliver and even Pushkin merchants from fairy tale about king Sultan who travelled all over the world. The brand is the ship with kalach (famous and traditional Russian backery food) instead of sails and with unique logo (by authorial typeface) that secures the brand from illegal copying.
Дополнительные стилистические элементы — это карта странствий Калачёва и иллюстрации достопримечательностей и разных чудес, выполненные остроконечным пером и тушью.
Additional style elements are the map of Kalachev journey and pictures of miracles and places of interest done by pointed pen and ink. The general impression of the brand delivered by the style is "interesting","tasty","rich in diversity".