Sova (“owl” in Russian) is a specialty coffee roaster. The company has been existing for seven years now — the time has come to update its customary image, find a new visual language and new narratives. We have shaped the semantic field of the Sova brand, updated its identity, packaging, and prepared the brand communication rules.

The Owl is a friendly expert. It tells about team skills and knowledge, the extensive experience of handling green beans and the roasting process, and a deep understanding of what each client needs. Nevertheless, being friendly means presenting oneself in a way different from the one most companies on the market choose, as they talk about their expertise with great snobbery. The Owl needs to be open, sincere, and simple not only in texts but in every visual image detail.

The main brand slogan is “The Owl loves coffee.” Both the action and the object in the middle of the slogan may change:
The Owl loves coffee.
The Owl loves tea. The Owl loves cocoa. The Owl loves chocolate.
The Owl knows coffee. The Owl understands coffee. The Owl delivers coffee.
The Owl makes coffee. The Owl makes good coffee.
Thus, the word “owl” becomes a part of a holistic statement: “owl + action + object or quality.” Right here, the slogan begins to develop and work in full force. It helps to introduce additional products and meanings, and clarify what can be found inside the package.

The owl as a character is an important part of the already existing image. It is associated not just with the name and the pack but also with the team itself.

The style focuses on a dynamically changing character. It is easily integrated into different formats and different packages. It speaks to the audience, expresses emotions, and illustrates different sides of the brand’s nature.

Feathering on the owl’s head resembles a heart — this allows to emphasize the brand’s key message that is “The Owl loves coffee.”

A dynamic character is a convenient tool to implement continuous changes to the pack design and add something new while remaining within the framework of the single image.