awards
about the client
Skuratov Coffee, also known as Skuratov Coffee Roasters, is a Russian coffee shop chain founded by Siberian entrepreneur Viktor Skuratov in 2013. It is known for roasting its own coffee beans and introducing cold brew coffee drinks, such as nitro coffee and air lattes, to its menu.
OMB agency designed the first Skuratov Coffee logo when the chain opened its first store in its hometown. The chain now has 58 stores across Russia, which have developed a large community of employees and customers, including active young people involved in various activities for the development of cities and “their local communities,” as Skuratov puts it.
Goal:
The Skuratov Coffee team approached the OMB agency with the task of developing a cohesive visual identity across media for systematic customer communications, product packaging, barista uniforms, and interior design. This was also important for streamlining the development of design materials, as the process of creating new media had to be restarted each time.
The brand platform was founded on the idea of a subculture and community, from employees to customers—Skuratov People. Its development focused on creating that authentic, familiar atmosphere where you can walk into any Skuratov in any city and feel at home, feel supported, and recharge. Coffee becomes a connecting link, and the community expands beyond the coffee shops.
Coffee shops can become improvised exhibition spaces
As a cultural institution, Skuratov supports local artists, creates collaborations, and helps artists and photographers promote their work. Coffee shops can become makeshift exhibition spaces and host lectures.
…the (S) sign is similar to the citation sign, authorship in art and literature
The design system is based on a frame logo, created from an updated version of the existing logo. “Skuratov” becomes the frame that encircles events and unites people within itself, while the (S) symbol resembles a citation symbol and authorship in art and literature.
We divided all of Skuratov’s design needs into two major sections: Base and Art.
Base became the coffee shop’s communication language: menus, technical signs, price tags, and packaging for regular bean and drip items. This section is monochrome (white, black, and medium gray), primarily using typography and occasionally supplemented with employee drawings in black marker.
Art encompasses all creative expressions: limited edition packaging, collaborations, small lots of grain, posters, interior art objects, and the Heimlich maneuver. These objects can be any color, are more flexible, but always remain within the boundaries of the logo frame.
Comment from Nadezhda Parshina, the project’s creative director: “The process wasn’t easy, and the final visual concept was quite complex. Just like eleven years ago, when we were entrusted with creating the first logo, we couldn’t let them down this time. We’re thrilled to have been entrusted with the rebranding. The Skuratov team are great and energetic, and we wanted to develop a style that would suit them perfectly—exactly who they are.”
result
A brand platform, visual guidelines, and a communications strategy were developed to ensure all brand communications are cohesive and focused on the coffee shop’s target audience.
The new positioning was immediately adopted and is actively used in the company’s communications, both for the HR brand and with coffee shop customers. The new style is being implemented; several new coffee shops have already opened with the new style, significantly simplifying and accelerating the rollout. Skuratov is receiving positive feedback from its regular customers about the identity update.
Client Feedback
A huge thank you to the Ohmybrand team for their involvement in the project, their genuine interest, and their willingness to find the perfect solution. During the rebranding process, we took a look at ourselves from a different perspective, formulated our positioning, and developed a visual system.
— The Skuratov Team
works
Ритейл-брендинг
Стратегия
Легенда бренда
Брендинг
Дизайн-система
Разработка бренда и фирменного стиля (айдентики)
Разработка дизайна упаковки
Дизайн сайта
Руководство по работе с брендом
client
team
Nadezhda Parshina — Creative Director
Alexandra Pershina — Art Director
Maria Egorova — Senior Designer
Anastasia Panarina — Designer
Daria Ioanna Galimskaya — Designer
Marina Tikhonova — Project Manager
Vadim Bogdan — Strategy
Evgeny Kashirin — Consulting
realise
Volozhanin Danil – 3d
Nikitin Evgeniy – Animation
