How Did the Coffee Star Brand STARS COFFEE Take Shape?
STARS COFFEE is the new name for the former Starbucks business in Russia. Rapper Timur Yunusov revealed the name and logo on Instagram on August 17, 2022, and the official website went live the same day. The first store opened in Moscow on August 18, with all 120 outlets planned to resume by the end of September.
The logo replaces the mermaid with a girl in a traditional Russian kokoshnik headdress. The Russian Federal Service for Intellectual Property received three trademark applications on August 12: STAR PINSKIY COFFEE, STARS KANOKOV COFFEE, and STARS COFFEE. Cups are now labeled by thermal printing rather than by hand, and food is pre-made and reheated.
After Starbucks withdrew from the Russian market, its assets were acquired by a local company and rebranded. On August 17, 2022, rapper Timur Yunusov revealed the new name "STARS COFFEE" and its logo on Ins, and the official website went live simultaneously. The new brand replaced the mermaid logo with a girl wearing traditional Russian headwear, and officially opened in Moscow on August 18, with all 120 stores planned to resume operations by the end of September. The new stores no longer write names on cups by hand, instead using thermal printing, and the food has also become pre-made and reheated. Marketing experts pointed out that the new owners are striving to maintain continuity between the old and new brands, but the effect of the rebranding still needs to be tested by the market. Russian netizens are discussing it heatedly.
On the evening of August 17 local time, Russian rapper Timur Yunusov suddenly posted a set of pictures on his Ins account, showing the new name "STARS COFFEE" after the rebranding of the Russian version of Starbucks, as well as the final logo.
STARS COFFEE's latest official website has also been put into use, and the website lists part of the brand's menu.
The rapper had announced on Ins on July 30 that he and Anton Pinsky had completed the acquisition of Starbucks' Russian assets and solicited creative ideas from netizens for a brand-new brand name and brand LOGO, committed to building a coffee brand even greater than the world-famous "mermaid" on the other side of the ocean.
On August 12, the Russian Federal Service for Intellectual Property said it had received three trademark applications that day. Some foreign netizens posted the relevant documents for the three trademark applications on Twitter. The three trademarks were STAR PINSKIY COFFEE, STARS KANOKOV COFFEE, and STARS COFFEE.
All three trademarks of the Russian version of Starbucks used a girl wearing the traditional Russian headdress kokoshnik to replace the mermaid in the Starbucks LOGO.
According to a report by the local Moscow media outlet Moscow 24 (MOCKBA 24) on August 17, the Russian version of Starbucks will appear in Moscow under the new name Stars Coffee on August 18 local time, and all 120 stores of the chain brand will also open by the end of September. After opening, Stars Coffee will not adopt the previous Starbucks tradition of writing names by hand on cups, but will use thermal printers for printing. In addition, the coffee chain will no longer provide customers with food cooked on-site, but only pre-made food that needs simple reheating.
Russian marketing industry expert Nikolai Grigoriev introduced the brand name and brand LOGO of STARS COFFEE, saying that at least minor changes were made to the brand name and trademark, from which it can be seen that the new owners strive to maintain continuity between the old and new brands .
The expert also added that from a branding perspective, some repetitive elements will bring quite negative results to the brand. At the same time, no one can accurately predict whether the new design will be accepted by customers and whether it will bring additional benefits to the brand.
He also emphasized that brand names are generally shorter, so that the brand can better take root in consumers' daily lives, and it is more appropriate to keep the name length within 2 words.
Regarding the brand name and new LOGO of the STARS COFFEE chain coffee brand, Russian netizens' views are as follows (all are Google translations):
Image source: Internet
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The above content is compiled by CoffeeHunters, a coffee news website.
