Raduga Coffee Project Brandbook

Brandbook and visual strategy

Brandbook and visual strategy T v P ‡ j j ‡ ‡¡A ‡A ‡ ‡ P ( : ‡¡ ‡A ‡A PA jA¡ AP vA j( :v(‡:‡A j PA1ı A P j ‡ vP‡ P1 HP:‡P R‡A C‡j ‡ A1 SjA¡ j C ‡A 2B L‡A ‡ C ‡‡ P

Привет!

Privet I Hello!

T AP ‡ jAP ‡ ¡P ‡:‡A Dı I v ‡ ‡A P AP‡ ‡ jA¡ PP P‡ Raduga coffee project (Pадуга обжарка кофе)D ł (( ‡ j ‡v28A28 ‡vª‡ ¡‡ j ł ((ª T‡AP‡j¡T ‡j P‡ Pł P‡ ‡ ‡ Rj¡‡ªj jA¡Dı H‡‡P A ‡ł((A¡P‡v‡PAj(DA P‡jj‡D‡:P:vP jA(AD P‡ DNADı T the essence of who we are jA¡ łj ł‡ łjA P PAT‡A P j(( P P‡ P‡‡ (PT‡ Dı %‡j( P‡Av(j AP‡ brand concept, meaning, and different usages. ‡‡ K v jA¡ PP ł AP‡j j(( :‡D ‡j‡ ‡ ł (( ‡(vAP‡ Pjvv(A ‡jA¡A‡‡T AP v‡‡AjPAD‡:P‡:vP jA (AD P PAT‡A the real experience of the coffee ritual.

Index The coffee experience

07

Initial analysis

23

Visual Strategy

31

T‡ j M PA 2 T PA B j A¡ Tj ( ‡‡ LP P 2 ‡‡ (

EP ‡: %O S T

Mj ‡ A ‡ PA K A NO : P¡‡ (

11' 1¡1N 1¡1' 1¢1¡ 1¢1¥ 1¢1¤

1N1¥ 1N1'

Logotype

41

Colors

53

Tipography

55

Mockups

57

C P A‡ v ‡PA G ¡ PA ‡ PA S j‡ vj‡ M A :‡A ‡ IA P ‡ ‡ ‡

1⁄1¢ 1⁄1⁄ 1⁄1¥ 1¥1 1¥1¡ 1¥1¢

The coffee experience

The basics

Raduga coffee Pадужный Kофе T ‡ v‡ j ( P ‡‡ A¡ ‡ j ‡‡ A A‡ ł ‡ A¡ A ‡ ‡ A ‡j 1 ‡ 2d ( ( ‡j P ª‡ A P1ı ET ‡ A P ‡ª ł‡ A P ł j T ‡ : P ‡ P v P A j A¡ v P ‡ ‡ P ‡ A P Aª ª j A 1 ‡ ‡ A2d ‡ A P ‡ª ‡¡ ‡ j P A j P ‡ 1 j Aª A ªj ‡¡ P : : ‡ A ‡ j j ª‡ ª v ‡ 1ı Raduga Coffee Project is an open coffee roasting house specializing in the treatment of premium grains. %‡ ‡ : j ‡ ‡ ‡ ‡ P ‡ A P ( Pª j A¡ j¡ P Aj ( ‡ (‡ :‡ A P preserve and share artisan methods that elevate the coffee ritual in our daily lives.

T P‡ª P‡ roastery, testing rooms, barista school, and community, ł‡ ‡ v v ( :j ( ( j A¡ (j ª‡ ‡ A‡ ‡ 1 v PT ¡‡ P A A ‡ P ‡ :j A ‡ Aj A ‡ P ‡ ‡ | ‡ v :‡ A j A¡ j ‡ A P :j P A P A ‡ specialty coffee shop segment.

Our goal is to guide you through the entire coffee experience.

ET‡ ‡ v P ‡ v P ‡ ł ( ( ‡ j A¡ (‡¡ ‡ 1ı %‡ ł ( ( ‡ (‡ P A ( ‡ A‡ j A¡ : P ‡ A | ‡‡ ª j A P : j P ‡ A¡ ‡ ł P (¡ A P ¡‡ P ‡ A ‡ ‡ j P ‡ ‡‡ T‡ the highest quality coffee.

Mission & vision

Our Mission Promote education, training and consumption of the specialty artisan coffee segment with flexible wholesale prices and high quality products.

A community that embraces and appreciates traditional and novel ways of making coffee.

Our Vision Completely satisfy all the needs of both new and old customers.

This includes everything from coffee grains to operating a large franchise of coffee shops.

Brand Values

Coffe ritual j¡T PA

G‡¡jA‡

Quality PAL j(

A

Community ‡R (jj(‡

Look & feel

Artisanal but not old

Authentic but not to loud

RELAtable but not to deep

Human but not to personal

Bold but not to strong

ritual but not holistic

friendly but not childish

best quality but not to expensive

Initial analysis

Ecosistem

O A :j v ł‡ j A ‡‡ the specialty coffee brand sector around the world ł ( Pj ( j A¡ (in the middle circle) j A¡ j A ‡ : ‡ P ‡ : P v ‡ ª P ‡ A ‡ Aj P Aj ( P ‡‡ P ‡ (external circle)D j A¡ A ‡ : ¡¡ (‡ ‡ vj j A¡ P R j¡ ‡ªj C P ‡‡Dı Aª ‡A ‡ ‡D ł‡ ł‡ ‡ j (‡ P A¡ opportunities j ł‡ P ‡ (¡ ‡A v ( P P P ‡ A‡ ł j A¡ j A¡ :j ‡ j A¡ P ‡ A j ł ¡‡ j Aª‡ ‡ P ‡ :Dı

visual

A ( P ‡ª ł‡ j ‡ j ( P j ( j A¡D ł‡ j v ‡ P ‡ j ł P (¡28 ł ¡‡ ‡ ‡ ‡ A ‡ A ‡ P ‡‡ A¡ ‡ AD ł :‡j A P ‡ T ‡j ( j‡ ‡ j T ‡ P ‡ P ‡ ª ‡ | ‡j ( Dı A Heat map of brand visual ecosistem

less atractive

more atractive

Obserbations /‡ ( ( P ł j A¡ (j v ‡¡ P : Aj ‡Dı T ‡ ‡ A P (‡j A (‡Dı I ( Pj¡‡¡ P : ‡ P : A :j ( Dı CP(P P‡ ¡‡ ‡ ‡ ‡j( v‡ ‡: ¡ jł j ‡ A P ADı B (j j A¡ ł ‡ ( Pª P ¡ P A P j j j ‡ A P ADı R ‡¡D ( ‡‡ j A¡ A ‡ ( ( P ł ( Pª P j A¡ P ‡ Dı T ‡ : P j ª‡¡ P ‡ A¡ (A j j : P ‡ j ‡ A P ADı Aª :j ( ( ‡A A P (¡ A ‡ :j ‡ ‡ j A¡ j A¡ P ‡ : P ‡Dı

SWOT

Strengths

Weakness

Good reputation

Recognition in the market

Large market with new and old costumers

6 years of work

Place and location

The appearance is outdated

Good interior design

Memorable elements

The transmedia products doesn’t seem cohesive

Create a memorable brand

Transmite the quality of the business

Create a bold and authentic brand

Unify all the brand aspects

Take advantage of the current trends

Use new social media strategies

Oportunities

Diversify the market

All the information is in russian To many brand aplications

Don’t follow the current trends

Has a vague comunication system

Competition

Access to alternatives online

The current war situation

Hostile social and political situation

Better looking brands

Treads

Visual strategy

jT Aª j¡ T j A jª‡ P ‡ P v v P ‡ A A j ‡j j A¡ ‡ v P : Aª ‡ A¡ A ‡ v‡ j ( A P ‡‡ A¡ ‡ DA strategy is rebrandingDı

our

T ł (( bring a more authentic, friendly, bold and minimalist look P R j¡ ‡ªj C P ‡‡Dı T ‡ P ‡ T ‡j ( ( P P j A¡ ‡‡ ( ł ( ( :j P ‡ artisanal, high quality and relatable values v P P A Aª ‡ ‡ ‡ A ‡ :j ‡ Dı

Our main goals Unify j A¡ ‡ A‡ ł j ( ( ‡ j A¡2d P ‡ v P A P ª T ‡ ‡ P :‡ j ‡ ‡D more integrated experience.

K‡‡ v P (¡ ‡ P :‡ j A¡ j j A‡ ł P A‡ ł j bold but not too radical look.

Connecting with the coffee ritual ł (( ‡ ‡ P ‡ P ‡ j A¡ (j Aª ‡jª‡D ł j ‡ ( ‡ j ( (A ‡ (‡ T j A j A¡ ‡ v¡j ‡¡ j v v Pj P engage consumers.

Market insertion

Our market insertion strategy consist of 4 principal areas: Things we know, that you should too I A R j¡ ‡ªj C P ‡‡ ł‡ j T ‡ j ( P P passion and knowledge about the coffee specialty worldD j A¡ ł‡2d ‡ P v Aª P v ‡j¡ A P ł (‡¡ª‡D ‡ P ‡ P j ( :‡¡ j P¡jA ‡‡ : P P A (A P A j A j A¡ P : A P :j P ADı I 2d P ‡ ª Pj ( P v ‡ ( j ( ( P A P :j P AD j D j A¡ vj P A P P ‡‡ A j :j A A‡ j ª28 | ‡j ( A j A¡ ‡ A¡ (AD ‡ ( ‡ P ‡ v P¡ ‡ Dı T ‡ j ‡ªA P :j ‡ ‡‡ ( j A¡ v P j (‡ A¡ ‡j ( v P P ł ¡ ª j ( ¡‡ ª A A j ratio of 75% to 25%. This will boost our social me¡ j ‡ Aªjª‡ :‡ A D P ł‡ j A j ‡ A P :j P A j A¡ vj P A A j : P ‡ ‡ ‡ T ‡ łjADı

Intimate and instagrammable spaces O ‡ P ‡ j A¡ j Aª j ( P A j ‡ v‡ j ( j A¡ ł‡ łj A ‡ T ‡ A P A‡ P ‡A v‡ ‡ A ‡ Dı We’ll capture photos and make reels of the experience and human connections j j v v‡ A j v (j ‡ j j ‡ A j ( vj P ‡ j ‡ªADı I A ‡ j :‡ łjAD we’ll adapt parts of the space to make it more interactive and encourage customers to share us on social media.

Embrasse talking and conversations I A P ¡‡ P j j : P ‡ v‡ P v (‡ P P ‡ j j P P ( j A¡ j Aª j ( P AD ł‡2d ( ( v P : P ‡ ‡ ‡ T ‡ A j A¡ :j ‡ P : : ‡ A j P A j P ‡ A¡ ‡ : : P ‡ ‡ A¡ (ADı This will ensure that future customers don’t feel like outsiders, but instead become members of an intimate community.

Personalized and suscription coffee %‡ łj A P ‡ ‡ P :‡ P A P ł P ł : ‡ ł‡ T j ( ‡‡ ‡ : j A¡ j ‡A ¡‡ ‡ T ‡ A P Aª ‡ ‡ ‡ Dı We will upload and implement tools to make our products, menu and experience more personalized.

BA v P T ¡ Aª v‡ P Aj ( A ‡¡ PA ‡ ( (‡¡ ł ‡ T ‡ A Aª A P ‡ A‡‡¡ P :j ‡ A P ‡ ( ( P P ‡ A ‡ ‡ P ‡‡ ł P (¡D we will connect our subscription model to our information strategy.

T ł ( ( ‡ P : v (‡ :‡ A ‡¡ A j ( ( ‡ ‡‡ ‡ P ‡ ‡ P A P ‡ P j ( :‡¡ j j A¡ ł‡ ‡Dı T P A ‡ A ł ( ( ‡ v‡ P¡ j ( (A ‡ v¡j ‡¡ P v‡ P v (‡ j A P :‡ j j A¡ create a sense of belonging, upgrading their relationship with the coffee ritual and becoming part of our community.

KANO model High

Personalized options

High quality methods

Instagrammable spaces

Customer deligth

Coffee subscription boxes Fluent social media Unify brand

Coffee testing sesions Atractive packaging

Low Absent

Implementation investment

Fully implemented

Logotype

+

Logotype

Construction

+

T ‡ j A¡2d :j A P A ‡ v P elevate the coffee experience1ı %‡ łj A ‡¡ P ‡j ‡ j j A¡ j P : : ‡ A j ‡ ‡ humanity and community around the coffee world1ı %‡ łj A ‡¡ j j A¡ j captured the conversations and human interactions that we have around coffee. O ‡ : P A Aª ł P ‡ (¡ A P ‡ P : v (‡ ‡ ł P ‡ j ‡ v P P ‡‡ j A¡ ł ‡ A ł‡ ¡ A j ‡ v P P ‡ P ‡‡ ł‡ j ‡ ‡ ‡ ‡ A ‡ P ‡ T ‡ ª j A1ı T ‡ 1 P j ‡ ‡ v‡ ‡ A‡ ł : P ‡ v‡ P v (‡1 j A¡ : ‡ ‡ (‡ ‡ ª | ‡j ( P j A¡ ‡ j ‡ ‡ :j¡‡ v P v‡ ( A j j¡ P Aj ( :j A A‡1ı

high quality but in an affordable manner;

LOGOTYPE

T ‡ ‡ ‡ ( j ( Pª P v‡ ł j A ( Pª P v‡ j A¡ j j ( P ‡ (j ‡¡ P ‡ Aj :‡

arch shape j j ‡ (‡ P A P ‡ j¡ P Aj ( P‡‡ j A¡ ł ‡ (j j ‡¡ (Raduga coffee - Rainbow coffee).

%‡ ‡ ‡¡ Citrus Gothic Solid ł j v‡j ‡ ł j ‡ 1 cozy feel that fits the artisinal character P ‡ j A¡1ı T ‡ Aj :‡ ‡ A capital letters to make it more bold j A¡ ‡ subheading “coffee project” is set in Espiritu regular, j v‡j ‡ ł j : P ‡ j¡ P Aj (1 serif-like feel. A¡‡ ‡j¡ Aª1 ł‡ j ( P ‡‡ P ‡ ¡‡j j we are a full community, not just a roster.

Russian

LOGOTYPE

F P ‡ R ‡ j A T ‡ P A P ‡ ( Pª P A v‡D ł‡ ‡j ‡¡ j mix of Citrus Gothic Solid and PretendardDı T A v‡j ‡ A P vP j ‡ P ‡ Russian and English alphabetsD j A¡ : (j (A P ‡ ‡ ‡j¡ AªD ł‡ j¡j v ‡¡ Espiritu Regular with a few variations.

Ej T‡ P A j ( P : P¡ ‡¡ ł j handmade look to give it a more rough and artisinal vibe. Also the construction of both logotypes is the same, as well as their minimum spaces, safe spaces and application restrictions.

Construction GRID

Construction of the safe space

Safe

SPACE

Resulting safe space

T j‡ vj ‡ v ‡ ‡ A ‡¡ j ‡

minimum air distance j : ‡ ‡ ‡ v j P ‡ A¡ ( Pª P A v‡ T ‡ P ADı

P T ‡ A ‡ ‡ P v :j ( ‡j¡j ( A A j AA P ‡ ‡ D j T P ¡ Aª v P (‡ A ‡ ‡ ‡ A ‡ P : P :‡ P ‡ ‡ (‡ :‡ A Dı This safe space must always be respected in any application of the brand.

Minimum print reproduction size

Digital minimum reproduction size

FP v A AªD ‡T PA P ‡ (PªPAv‡ :‡ A‡‡T ‡ ‡¡‡‡¡ ‡(PłD' :: A ‡ ª Dı

FP¡ ª j(‡ ‡D‡T PAP‡(PªPAv‡:‡A‡‡T ‡ ‡¡‡‡¡ ‡(PłD¢D¥ vA A ‡ ª Dı

Minimun sizes for

reproduction

These minimum reproduction sizes must always ‡ ‡ v‡ ‡¡ A j AA j v v ( j P A P j A¡ T‡ P A P ensure optimal readability.

A ( PD j A P A (A ‡ ‡ ‡¡ j P ł A P A A‡ªj T ‡ j A¡ v P T ‡ T ‡ P A Dı

Incorrect Uses

1

2

3

4

5

6

7

8

9

D¡ D P A P ‡ ‡ ‡ ( Pª P A v‡ ¡ ‡ (A P A :jª‡ j :jA ‡ ¡ ‡ ( P ‡j¡Dı F P ‡ ‡ j j ¡ A T ‡ ‡ (‡ :‡ A A j A :jª‡ P T ¡‡ PD P ‡ (¡ ‡ ł ‡Dı D¢ N‡ T ‡ A ( ‡¡‡ ‡A P ‡ (‡ :‡ A ‡ A¡D P AD P ‡ ł‡‡ A ‡ ( Pª P A v‡Dł j j ( ( :‡ D A P ‡ : ‡ ‡ v‡ A P ‡ j ‡ A vj ‡Dı DN N P ¡‡ P : ‡ ( Pª P A v‡ A j AA łjA j j ‡ P ( P D j v‡D j (‡D P vj AD P P j P ADı D⁄ D P A2d ‡ ‡ j AA ª j¡ ‡ A P ‡ Aj ‡ P A ‡¡ ‡ ‡ Dı D¥ T ‡ A v Pª j vA P ‡ ( Pª P A v‡ :jA A P ‡ j Aª‡¡ j j AA :‡Dı Dƒ D P A2d j Aª‡ ‡ P ( P P ‡ ( Pª P A v‡ P j AA P ‡ : Dı D§ D P A2d j Aª‡ ‡ j v‡ P ‡ ( Pª P A v‡ j j AA ‡ A¡‡ j AA ‡ : j A ‡ Dı D¤ D P A2d ‡ ‡ j¡ P ł P j AA ‡ Aj ‡ P A ‡¡ ‡ ‡ Dı D' D P A2d ‡ ‡ j AA P A j A‡ j v‡ Dı D¡D D P A2d ‡ ‡ P ‡ ( A‡ Dı D¡D¡ A¡‡ A P ‡ : j A ‡ ‡ ‡ ‡ v ‡ T P ‡ ( Pª P A v‡Dı

10

11

Colors

Coffee brown RGB 85 12 0 HEX #4a1403 CYMK 36 100 94 57

Rosted black RGB 6 2 1 HEX # 060201 CYMK 90 79 62 97

Crimson red RGB 218 9 52 HEX #da0934 CYMK 0 95 72 0

COLORS

Cultured RGB 254 244 244 HEX #f4f4f4 CYMK 0 7 3 0

C : P A ‡¡ ‡ :j A P ( P ‡ j ‡ ‡ ‡ ‡ j ‡ ‡ A P : : P A P A ‡ :j ‡ D ł j ( ( P ł P j A¡ P ‡ Dı A ( P ł‡ ‡j ‡¡ j T j j P A P (j j A¡ ł ‡ P ‡ : P ‡ v (jA ‡ ( j A¡ P A A‡ ‡ ‡ ł P ‡ j ‡ ‡ A A P A ‡ v Dı T ‡ P ł A P A‡ ‡ ‡¡ P v ‡ ‡ T ‡ ‡ ‡ ‡ A ‡ P R P ‡ C P ‡‡D ł j A ‡A j P A‡ ‡A j ‡¡ P : R P ‡ B‡j A Dı %‡ j ( P A ( ‡¡‡ j A ‡A ‡ A P A P ‡ P A¡j A P ( P j P ‡ (¡ ‡ ‡ ‡¡ A vj jª Aª P ¡ T ‡ ‡ v P¡ ‡ Dı

Typography

Aa AA

Aa

Citrus gothic Rough

ABcdefghijklmnopqrstuvwxyz 1234567890 ¡!”#$%&/()=¿?

Typography

Aj

Espiritu regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ¡!”#$%&/()=¿?

‡P ‡A¡j¡‡ª‡(j ABCDEFGHIJKLMNOPQRST %,/: j¡‡ª(:APv|‡TłAA D¡D¢DND⁄D¥DƒD§D¤D'DDßDœ2G23c3222I2J3DD

Citrus Gothic Rough and Espiritu Regular j ‡ ‡ :j A A v Pª j vA P ‡ ‡ j ‡ ‡ P ‡ looks. T ‡A ł ( ( ‡ ‡ ‡¡ P main titles and decorative ª j v ¡‡ v‡ A¡ Aª P A ‡ P A ‡A Dı A j P¡A A v‡D ł‡ ‡ ‡ PretendardDı T A v‡j ‡ j A ‡ P :j A j A ‡ : P¡‡ A j v‡ P ‡ j A¡ j A¡ j( P available in both English and RussianDı I A j¡¡ P A j ( P j j T j ‡ A P ł‡ ª j P ‡ (¡ ‡ ‡ ‡ A :j AA j v v ( j P A Dı

artisanal and bold

Mockups