M
Alevtyna Makovska
Alevtyna Makovska

Чб — Take-away coffee chain

Services

Brand identity system
Brand collateral
Brand guideline

Challenge

ЧБ is an urban take-away coffee chain. The name ЧБ is an abbreviation for the Russian 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.

*Black and white — Remind you of your dreams

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.

*Black and white — Coffee and milk | *Black and white — Add colors | *Black and white — Superheroes of the day | *Black and white — Set the mood
* Black and white — Add emotion
* Black and white — Remind you of your dreams
* Black and white — Brighten your day | * Black and white — Set the mood
* Black and white — Make the day tastier
* Black and white — Open the day
* Black and white — Superheroes of the day | * Black and white — Add colors | * Black and white — Brighten your day
* Black and white — Set the mood | * Black and white — Brighten your day | * Black and white — Perfect couple
* Black and white — Perfect couple | * Black and white — Brighten your day | * Black and white — Superheroes of the day

Solution

The new identity is vibrant and lively, evokes the vibrancy of the city, lightens the mood and increases engagement.

* Black and white — Superheroes of the day | * Black and white — A good sign of your day | * Black and white — Set the mood | * Black and white — Perfect couple
* Black and white — Stop for coffee
Project in collaboration with branding agency madein.black
Client:

Edge Themes

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