( Challenge )
ЧБ is an urban take-away coffee chain. The name ЧБ is an abbreviation for the Ukrainian words — black and white, symbolizing coffee and milk. ЧБ wanted to create its profile as an accessible consumer brand. The task was to create a colorful brand identity that helps the cafe stand out in the crowded coffee market segment and attract the attention of their target audience.
( Strategy )
Citizens start their day with a cup of coffee, the latest news, and communication, these elements combined setup the mood for the rest of the day. The combination of black and white in ЧБ marks the beginning of the new day and creates a positive attitude and paint the day in bright colors. The big idea of the brand is “Black and white add colors!” The visual identity is called to reflect the brand concept, to make the location stand out from the variety of run of the mill coffee shops, focusing on everyday mood and lifestyle, to offer that little something extra to a cup of coffee.
( Design )
The idea was to bring colors and optimism to the start of the customer’s day. It is reflected in a visual identity through a bright color system and human and joyful tone in the brand’s messaging. The designs have been applied to everything, coffee cups, employee uniforms, the shop windows of locations all display good things to the customers — the glass is filled to the brim with coffee, milk, optimism. ЧБ stands out from the gray city districts and dozens of other coffee shops, offering that special something in addition to a cup of coffee — a smile for example.
( Result )
The new identity is vibrant and lively, evokes the vibrancy of the city, lightens the mood and increases engagement.
