Shoko Coffee — the cool new coffee spot
Context
Shokoladnitsa Group is launching and testing a new Grab&Go coffee shop — Shoko Coffee.
Task
Based on graphic style we had to develop a new coffee shop format, work on the tone of voice, create branded touch points and help the team with launch.
Solution
Shoko Coffee as a brand focuses on creating a community of like-minded people, who value freedom of expression, sincerity, and have a great zest for life.
To build stronger relationships with clients we made the brand talk to them as they would to their peers: spot-on jokes, sarcasm and memes. Speaking client’s language seems to be an obvious solution, but very few brands are bold enough to use it. Denim textures and stylish merchandise visually support the overall brand experience.
The interior solution we offered supports brand’s tone of voice, brings it closer to the audience and provides a space for communication and self-expression. The first Shoko Coffee shop was launched in autumn 2019 in Moscow.
Made by Plenum CX.
Project team:
Ilya Lazuchenkov Set the tone
Pavel Nesterenko Calculated and contracted
Varvara Kanevskaya Managed project team
Egor Myznik Took care of the details
Alena Sedyakina Was in charge of brand space
Kristina Skoryeva Worked on touch points
Irina Purtova Designed tons of layouts
Oleg Ahn Carefully chose the words
Small Studio Helped with interiors
Sergey Rumyantsev CEO, Came up with the idea
Vasily Mostitsky CMO, Made it possible and launched
Polina Alexandrova Brand Manager, Managed the launch
LINII GROUP Designed the logo and graphic style
