The Russian version of Starbucks officially changed its name to "Star Coffee"!
On the evening of Aug. 17, Russian rapper Timur Yunusov (Timur Yunusov) suddenly posted a set of pictures on his Ins account showing the Russian version of Starbucks renamed "STARS COFFEE" and the final logo.
STARS COFFEE's latest website, which lists some of the brand's menus, is also available.
The rapper announced on the Ins platform on July 30 that he had completed the acquisition of Starbucks' Russian assets with Anton Pinsky and solicited creative ideas on the brand name and brand LOGO from netizens, aiming to build a coffee brand that is even greater than the world-famous mermaid on the other side of the ocean.
On August 12, the intellectual property, Patent and Trademark Office of the Russian Federation stated that it had received three trademark applications today. Some foreign netizens posted three trademark application documents on the Twitter platform, namely, STAR PINSKIY COFFEE (Starpinsky Coffee), STARS KANOKOV COFFEE (Starknokov Coffee) and STARS COFFEE (Star Coffee).
All three trademarks of the Russian version of Starbucks use a girl wearing a traditional Russian tiara kokoshnik to replace the mermaid on Starbucks LOGO.
The Russian version of Starbucks will be unveiled in Moscow on Aug. 18 under the new name Stars Coffee, and all 120 stores of the chain will open by the end of September, the local Moscow 24 News (MOCKBA 24) reported on Aug. 17. When it opens, StarCoffee will not follow Starbucks' tradition of handwriting names on cups, but will use thermal printers to print. In addition, the coffee chain no longer provides customers with on-site cooking, but prefabricated foods that simply need to be heated.
Russian marketing industry expert Nikolai Gregoriev (Nikolai Grigoriev) introduced the brand name and brand LOGO of STARS COFFEE (Star Coffee), at least with minor changes to the brand name and trademark, which shows that the new owners strive to maintain the continuity between the old and the new brands.
The expert added that from a brand point of view, some repetitive things can have quite negative results for the brand. At the same time, no one can accurately predict whether the new design will be accustomed to by customers and whether it will bring additional benefits to the brand.
He also stressed that brand names are generally shorter, so that brands can better take root in consumers' daily lives, and it is more appropriate to control the length of names within two words.
Russian netizens' views on the brand name of the STARS COFFEE chain coffee brand and the new LOGO are as follows (all translated by Google):
Photo Source: Internet
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