The founders of the Pan Croissant coffee shop chain, for whom we developed the identity, decided to expand their business and open a coffee and pastry shop in a higher price segment.

The client came with a brand name, and our task was to find a successful visual solution. According to the plan, the coffee shop will open in Moscow and will be scaled up within one city, so we decided to build on the geography of the project and create a place with a truly Moscow vibe.

It wasn’t easy. Moscow is a cosmopolitan city, opening up for everyone in its own way. But there is one thing about it that cannot be overlooked – the contrasts. The city is literally made up of contradictions.

It is on this peculiarity that we have built the whole system. Respectability of a metropolis and drive of street culture organically coexist in Sordis. Calm and restrained logo is adjacent to a contrasting color combination of deep dark green and crimson. We use this palette as a base palette, but for special occasions there is a more elegant variant – black or white base with gold elements.

The idea of clash of opposites continues in graphics – we actively use accent elements in graffiti style – simple and careless blots, symbols and tags on different media. Expressive elements add dynamics to the style – they “capture” a part of the poster, emphasize/overlap a text part or simply convey a general emotion through a symbol.

For the photo style, we looked for inspiration in local Telegram-channels, where photos of city dwellers – as different as the capital itself.