The coffee shop brand is owned by Coffee Giants, a company specializing in the development of the coffee business in the Czech Republic and Europe. The company has been successfully operating since 2019 and is located in Prague.
The developed idea is to create a new competitive format of coffee establishments for the European market. The brand combined a growing coffee culture with a platform for the professional and personal development of guests and staff. First of all, the project is a quality coffee house in its traditional sense, but it can easily be transformed into a public place for cultural and social collaborations. The developed concept of brand positioning is based on people's passion for their business, and on their desire to develop and improve themselves. The brand attracts "coffee maniacs" and people "on both sides of the bar" who consider themselves professionals in any field, coffee gourmets and connoisseurs.
The developed brand name “The Miners” has a figurative meaning — “earners”, that is, people who have reached personal heights and are financially successful. “Miners” here is a collective image of coffee business professionals who daily “extract” new tastes of coffee and work on its high quality. Designed by the slogan "The Miners": Nothing is impossible to a willing mind. — modified phraseologism. The value of the slogan emphasizes the business spirit of the brand and translates the awareness of the target audience, which are different from most infantile young people in the world.
The developed visualization of “The Miners” strengthens the brand platform and simplifies recognition through the use of simple and noticeable minimalistic forms. A logo is a combination of a company name with a corporate element built into it. The element of the company is the arrow, which carries the connotative meaning of the replaced letter “i” and reflects the essence of the concept of positioning: dynamics, development, growth, direction and path. The developed identification elements, a complex of symbols, can be used in navigation, warnings, for symbols on the packaging and in communication with the consumer. The Miners brand colors are a monochrome combination of black and white. The color pair is determined by the principle of minimalism and simplicity, forms a universal basis for presenting information about the brand as a whole.
Identity tools: signboard, window dressing, poster, coffee bags, presentation template, form, glass design, avatars and social media page covers, bag.
Art director Fedor Polyakov
Creative writing Anastasia Akimenko
polyakov.agency
Designer Ekaterina Chetverikova
Creative writing Anastasia Akimenko
polyakov.agency
Designer Ekaterina Chetverikova
Great thanks to The Miners Coffee Team
Designer, photographer Anastasia Mezenina
Interior designer Svetlana Kolpakova
Ceo Egor Kolpakov
Photos are made by The Miners Coffee
Designer, photographer Anastasia Mezenina
Interior designer Svetlana Kolpakova
Ceo Egor Kolpakov
Photos are made by The Miners Coffee
B&H
Manager Alexey Sudakov
