Pirogoviy dvorik (pie yard) — a well-known St. Petersburg cafes and bakeries chain, which has existed for over 15 years. Changes in the restaurant market, the competitive situation and consumer preferences require changes from players in this market, even those who are confident, such as Pirogoviy dvorik. The company felt the need for new approaches to positioning and promotion, so it approached us.

Ребрендинг для сети кафе-пекарен «Пироговый дворик»

Rebranding of cafe-bakeries

Pirogoviy dvorik (pie yard) — a well-known St. Petersburg cafes and bakeries chain, which has existed for over 15 years. Changes in the restaurant market, the competitive situation and consumer preferences require changes from players in this market, even those who are confident, such as Pirogoviy dvorik. The company felt the need for new approaches to positioning and promotion, so it approached us.

Ребрендинг сети кафе-пекарен «Пироговый дворик»
The task was to renew the image of the brand, make it more modern, able to increase the loyalty of visitors and attract new ones.In addition, it was important to combine the meaning and visually disparate attributes of the brand: Plato's cat, the sign with a picture of the courtyard, cafe interiors in the style of European capitals. People should see a brand that is friendly, active, values tradition and open to dialogue.
 
Целевая аудитория бренда «Пироговый дворик»

The target audience of "Pirogoviy dvorik" are regular guests, who are more traditionalists by the type of consumer behavior and least exposed to the influence of mass trends. That is why we decided that it is necessary to save what the consumer likes and is used to, what is dear to him.

It all started with the development of positioning, which emerged at the junction of rational and emotional aspects. The former are excellent value for money, quality, taste and convenience, as well as trust in a brand that has long been known. Emotional basis — hospitality and welcome, a sense of stability, comfort and understanding. "Pirogoviy dvorik" — a brand that knows what the consumer loves and does not force him to change habits and preferences.

The essence of the brand, "Your favorite tradition", which has become its slogan, reflects the theme of traditions that connects the motives of old European cities used in the interiors of cafes, the image of a cat as a traditional symbol of coziness and warmth, values close to the audience, small personal customs or favorite habits of each guest.

Позиционирование и суть бренда "Пироговый дворик"

Слоган для бренда "Пироговый дворик"
The next step was to update the identity.The team of the brand truly loves its visual attributes and did not want to give them up. So we had to leave the best, give him a new breath and form a complete image out of it.
Логотип бренда "Пироговый дворик"
Sign of the company — a cafe in the European courtyard. To strengthen the idea, we have finalized the sign, made it cleaner and more elegant. We also proposed to use the sign on stamps — typical symbols of ancient castles, aristocratic European families, old family restaurants, traditions passed down from generation to generation.
Айдентика для бренда "Пироговый дворик"
Фирменный стиль на носителях
Фирменный стиль на визитках
Айдентика бренда "Пироговый дворик"
Фирменный паттерн для бренда "Пироговый дворик"
Бренд-персонаж

Бренд-персонаж

The company has a favorite brand character - hospitable and cute cat Platon. And he hasn't gone anywhere — we just fine-tuned his appearance and character.Plato has become even more generous and good-natured friend, who treats pies and encourages traditions. He is always ready to welcome guests in his cafe, to tell about delicious new items and different traditions, to share recipes and news. Lively and sociable character is emphasized by the texts set by the dynamic slogan of the brand: "Your cozy tradition", "Your delicious tradition".

The concept of each cafe is the atmosphere of a European city. And we have created different images of Platon, transmitting the style and symbols of these cities.

Вариации бренд-персонажа для бренда "Пироговый дворик"

Branded pattern

Additional style element, a pattern, is made up of pictograms that show emotions, details of the European court, dishes in the menu. All pictograms are connected with each other, forming "a single canvas of impressions of the Pirogoviy Dvorik.

The renewed identics is a continuation of the essence of the brand, its design principle allows to form a lot of different images in which everyone can see their favorite tradition.

Паттерн для бренда "Пироговый дворик"

Паттерн для бренда "Пироговый дворик"
Фирменная графика
Айдентика бренда на носителе
Слоган для бренда "Пироговый дворик"

Peace, friendship, Pirogoviy Dvorik

The result of the project is an updated identity, reflecting the essence of the brand, telling about love to traditions, embodying stability, reliability, warmth and comfort. By saving all the attributes of the brand — and the sign, logo, and Platon's cat — it was possible to create a modern holistic image that is perceived as warm, fresh and friendly

Обновленный логотип бренда "Пироговый дворик"
Creative team
Ilona Koltinyuk
Art-director Irina Shmidt
Brand Strategist Daria Erasova
Designers Olga Samofalova
Illustrator Valeriy Golubcov
Project Manager Marta Bekker, Albina Shornikova
Особое спасибо всей команде «Пирогового дворика» и лично Асе Клайман за смелость и доверие
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