Shokoladnitsa

Contemporary café culture

Shokoladnitsa is one of the largest and oldest chains of coffee shops in Russia.
It dates back to the legendary café on Oktyabrskaya metro station opened in 1964, the only one café recognized in the capital for several decades and famous for gourmet delicacies and drinks such as hot chocolate.

The brand had become tired, dated and was struggling to differentiate itself. It had also lost touch with its customer base.

Our brief was to create a new distinctive brand and tone of voice that would stand out in this highly competitive market and help Shokoladnitsa re-establish contact with customers.

It is the customer that is at the very heart of the new identity system. A graphic world has been created that is based around consumer lifestyle, illustrated in a relaxed, informal and witty style. This graphic world reflects the daily routines of the customer and the role that Shokoladnitsa plays in their daily life.

The environmental design is friendly, relaxed and inviting. It aims to provide a ‘cosy’ atmosphere, to create a destination café environment for all customer needs, whether a quick coffee, a workday lunch, an evening meal or cocktails! This is reflected in the zoned seating areas, with comfortable lounge seating, an informal café at the heart of the experience and an inviting dining area with softer lighting and warm materials.

Personal and memorable touches are created through the use of vintage photography, quirky fittings and accessories that reflect elements of Shokoladnitsa’s heritage and hark back to the café culture of the sixties and seventies.

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