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Portuguese café chain · identity · packaging · interiors

St. Petersburg / 2017 — system development

Pastéis and coffee

Portuguese character, from product to space.

We built the identity around azulejo, the painted tiles that connect the logo, packaging, interiors, and the café network's communication.

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The brief

How to make an unfamiliar product understandable without simplifying its character

The brand needed a system that explained the product's origins, worked in a fast-paced urban format, and stayed cohesive across the chain.

Visual identityPackagingWebsiteSMMInteriorsPhotographyPromotion

PASTEIS & COFFEE is a Portuguese café in St. Petersburg. At its heart are pastéis: a refined pastry tradition in a convenient takeout format.

We looked for a visual language that connected traditional recipes, café warmth, and the pace of city service, without the usual coffee-branding clichés.

Portuguese national motifs were our starting point. Painted azulejo tiles gave the system its own rhythm and made the brand recognizable across applications.

PASTEIS & COFFEE mood board with Portuguese motifs
Exploring the image: Lisbon, azulejo, urban rhythm, and the product

Visual identity

Azulejo became the foundation of the brand language

We turned the character of Portuguese painted tiles into a set of modules. They form compact symbols, dense ornaments, and large spatial compositions.

Pasteis & Coffee heraldic emblem02Heraldic emblem
Brand pattern based on azulejo tiles03Brand pattern
Graphic module system inspired by azulejo
Graphic module library
Pasteis & Coffee brand pattern composition
Modules connect into a continuous ornamental field
Descriptor

The name stayed. The meaning became clearer.

The brand already had a name. We added the descriptor “A Portuguese café in St. Petersburg,” immediately explaining the format and the product's origins.

#3E5483 #DBAE4F #94BCE5 #F6EFE6

Packaging

Packaging becomes part of the product

Every café visitor encounters it, so the brand system needs to be especially clear here. The pattern sets the packaging apart from conventional coffee design and unites different-sized formats.

PASTEIS & COFFEE branded pastry box
Pastry box
PASTEIS & COFFEE branded cup range
Cup range
PASTEIS & COFFEE delivery box
Later system development: a delivery and retail box
Brand development

Years later, the same visual language informed a delivery box. A new application remained a recognizable part of the original system.

Chain interiors

One identity, different spaces

We did not standardize every interior. Each café retains its own character and fits naturally into its surroundings, while azulejo and branded details maintain the connection to the overall system.

Pasteis & Coffee café interior with the brand pattern
Interior of one café in the chain
Pasteis & Coffee interior with azulejo tiles and brand colors
Azulejo as an architectural material
PASTEIS & COFFEE café facade and sign
Facade and wayfinding

Communication

The brand extended into the city and digital

We designed the cafés' map listings and social media presence, photographed products, and created content. The products and Portuguese imagery play an equal role alongside the graphic system.

Pastéis and Coffee poster series with Portuguese scenes
Poster series
Pasteis & Coffee product photography
Product photography
Pasteis pastries and the café's signature presentation
Content for the website and social media

Digital and guidelines

A working website and 326 pages of brand guidelines

We developed the café website and detailed identity guidelines. You can explore the website within the case study and browse the entire brand book in 27 seconds, pausing the video on any page.

Complete guidelines

326 pages.
12 pages per second.

A fast page-through reveals the system's actual scope, from identity principles to applications. All 326 pages pass before your eyes in 27 seconds.

27 seconds · silent · looped
PASTEIS & COFFEE · visual identity guidelines

Project scope

A brand system, from mark to space

This case brings together our work for the network: visual language, packaging, physical locations, and everyday communication.

The pattern became a fundamental element of the identity, but the system is more than a single device. It maintains a consistent character across scales, from cups and boxes to facades and interiors.

This case study presents materials from the main project and subsequent applications, without claims about commercial performance.

  • 01Visual identity
  • 02Packaging design
  • 03Website
  • 04Social media and content
  • 05Café interiors
  • 06Photography
  • 07Promotion
2017

St. Petersburg · Portuguese café network

The main project and ongoing development of applications.

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The first conversation

A brand begins with the product and continues through every touchpoint

Tell us about the format, product, and scale of your future chain. We will help determine what to build first: strategy, identity, packaging, or space.

Discuss your challenge
Telegram@goryanin_a↗Emaildesign@goryaninbrothers.ru↗
Phone+7 921 791-93-18
OfficeSt. Petersburg
Atlantic City, 126B Savushkina Street