People behind the specialty coffee culture in Russia
Double B
BACKGROUND
A coffee shop with a large selection of specialty coffee and methods of its preparation. The owners buy green beans and well-selected tea leaves from the farmers in Africa and Latin America. The chain has its own coffee roastery. The coffee shop’s initial name was Batman Grandma. At the time that the studio was approached, DoubleB was a chain of coffee and tea stores with a tasting option. As the brand identity was developed, the brand positioning concept has changed, and DoubleB became a full-scale specialty coffee shop.
OBJECTIVE
Создать логотип и фирменный стиль, который поможет заявить о культуре кофе и активно продвигать её в России. Сделать авторский стиль для меню, стаканчиков и прочих материалов, которые впоследствии потребуются для предоставления франчайзи.
WHAT WAS DONE
- Naming
- Logo
- Original calligraphy
- Company typeface
- Labels for coffee and tea packages
- Stickers for the windows
- On-premises navigation
- Table tents
- Seasonal menus with unique illustrations and lettering
- Customized menus with lettering for regions and coffee shops opened abroad
- Custom decoration of coffee points at venues with their own design rules
- Custom paper cups, including collaborations with other brands
- Custom paper cups, including collaborations with other brands
- Supplementing the typeface with the Roman letters for Latvia, Czech Republic, Spain
- Supplementing the typeface with the Georgian alphabet
RELEASE
2012
2015-2016
Because in Russia, both Batman and Grandma/Babushka start with the same letter (“B”), we suggested condensing the coffee shop’s name Batman Grandma into a shorter DoubleB. The encrypted image of Batman Grandma can be found in the logo.
The inimitable aura of DoubleB worked like a magnet
Each season, we created a custom menu with lettering inspired by chalkboard menus.
The winter/spring menu was always black, the summer/fall menu was always white.
Our paper cups became viral on social media. People went to DoubleB to have some coffee and take a photo with a cup.
Co-branding
When DoubleB entered the Georgian market, we supplemented the company typeface with letters of the Georgian alphabet.
Success inspires – and we keep on going.
Original illustrations
In collaboration with a 3D artist Maxim Gudin, we developed the original label design with low-poly images of countries where the beans for the specific package were grown. This was the first time on the Russian market that a bag of coffee had the names of countries, regions, and farmers, the altitude where the beans were grown, the method of their processing, the type of trees, and the description of flavor notes with information from the roaster.
Using the brand identity created by the Airborne Ape Studio, DoubleB had opened about 100 coffee shops in Russia, Latvia, Czech Republic, Spain, and Georgia.
