Coffee House — It's time for a snack!

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Context

In 2004 "Shokoladnitsa" cafe chain bought another huge chain and its main competitor —"Coffee House". For the company it was pointless to have two similar "products" in the portfolio. So the owners decided to change the concept for "Coffee House" brand.

The new concept had a working title "fast food cafe", which implied having a wide selection of coffees and coffee drinks as well as prepared foods to eat on the go. We were excited about the concept as we saw its huge potential on the market.

Objective

Our main goals were to create a new brand positioning and communicate it to the customers using a number of touchpoints: exterior, interior, logo, etc. We were focused on creating a new successful brand on the highly competitive Moscow market.

Strategy

Upon carrying out extensive research, we formulated the new positioning for "Coffee House": "The place for an ideal big city coffee break". It helped us to come up with the slogan "It's time for a snack!".

Creative solution

We clear and lively but daring character of the brand graphics was inspired by the way people communicate in messaging apps. "Coffee House" is a friend, who offers a cheap and quick but delicious snack and a great vibe.

We even created emojis that add to the emotional side of the brand.

The new brand sign literally showed a cup of coffee and a snack. The new colour palette featured orange, usually associated with fast food, and brown, the ultimate coffee colour. The main brand medium was the bright orange paper cup that could have emotional messages and emojis on it.

We redesigned the menu using new food styling and product differentation. All special offers were marked with bright orange messages.

The new interior was an interpretation of the modern urban environment with orange bubble-signes used for navigation. Those in a hurry could place their orders via smart terminal and pick them up without queueing.