Gate17 is a chain of coffee shops where you can experience excellent coffee from various corners of the world. It showcases both popular coffee varieties from different countries and very rare coffee types. If you find something you like, you can purchase a pack of the signature roasted coffee and continue enjoying your favorite taste at home.
The key feature of the Gate17 coffee shop brand is location inside Sweet Lavka candy stores. These stores gather unique sweets from around the world in one place. Customers can try popular sweets from different countries, as it’s no secret that different countries have different tastes. Therefore, both brands are united by one strategy and the signature slogan “Taste of this world.” Here, customers can learn more about the tastes loved in different countries, try a rare chocolate with a taste of beer, and pair it with coffee from Ethiopia. Thus, the world becomes a little closer to us, and we better understand each other.
The name Gate 17 has several roots. Firstly, these coffee shops are located close to exits of candy stores. Secondly, the name mentally takes us to travel, when we await our departure nearby your gate number, anticipating a soon-to-come journey, and adventure. These are the same emotions that a customer experiences before trying a new taste of a rare sweet or a new coffee variety, or even better, both together.
The brand’s graphic design logically develops the topic of travel and the slogan «Taste of this world» referring visually to codes seen in airports. The logo Gate17 was inspired by navigation fonts and signs in airports and train stations. The full Gate17 logo can be shortened to G17, also referring to the name of the gate. The monospaced font we use for all communication is also a reference to navigation and flight departure board.
The airport topic is actively developing in the design system. Product design, copy, iconography. For example, a coffee cup holder is accompanied by a large sign: Hand luggage. The loyalty card turns into a passport (coffeepass) with arrival and departure stamps. A plastic cup for cold drinks actively signals when the fuel is running low and it’s time to refuel.
All this creates a holistic impression of Gate17 as a place where you can try something interesting or try something familiar but with a new taste. We tried to apply the same approach to standard brand carriers, trying to look at them from a new angle. So, take your seats and have a good flight!
- Agency/Creative: Sasha Kischenko
- Article Title: Gate17: Crafting a Unique Brand and Coffee Experience with Travel-Themed Design
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Tivat
- Market Region: Europe
- Project Deliverables: Brand Design, Brand Identity, Typography
- Industry: Food/Beverage
- Keywords: coffee, Gate17, pink, airport
Designer: Sasha Kischenko