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Begucci
Identity Start-up
Paradox Box, Ufa, Russia
Paradox Box was recently faced with a design assignment that
many design firms around the world have tackled in the past
decade: to create a new coffee shop brand. As the coffee/tea/
chai trend continues to develop worldwide, the ability to stand
out becomes more and more challenging. These drinks are con-
sidered by many to be a commodity item, so the personality of
the brand itself becomes increasingly important.
The Begucci brand will be a take-out store located in Russian
shopping centers. The positioning, concept, and naming were left
entirely to the Paradox Box team.
“The brand name is a newly coined word based on the root of the
Russian word beg, which means ‘run.’ The brand slogan that we
created, Dyla begutchikh po delam, which means ‘For those who
are running on their business matters,’ continues with the concept
of running,” explains Ilshat Baiburin, art director of Paradox Box.
The idea of running came through strongly in the new Begucci iden-
tity. Pictures of running animals, some fast and some slow, appear
to be coming from spilled tea or coffee blobs. In truth, the animal
art was actually created by painting with real blots of coffee and
tea on white paper. Each was scanned and retouched to perfection.
About twenty different characters appeared from the blobs, includ-
ing a kangaroo, reindeer, snail, tortoise, and bear, among others.
Next to each animal is a block of text written to further involve
the cup holder with the brand. For example, next to the kangaroo
image is this: “For those who are running on their business mat-
ters: to buy a new bag; to take a new height at one jump; to be
on time for appointments; to make presents; to jump into the art
gallery; to remember why we need to be there; to run further.”
“The playful characters in the brand make it possible to involve
the customer in a sort of game, and they contribute to the bright,
unique, handmade style of the brand,” the designer says.
Designers at Paradox Box actually used coffee and tea to create a menagerie of animals for the new take-out coffee brand, Begucci.
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= Design Firm
C
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D
Jon Kay Design
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Fangamer
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gtc media
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Alfonso Duran
D
Sniff Design Studio
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Lucky Dog Coffee Company
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Matchstic
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NTMA
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Dotzero Design
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Dotzero
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Majorminor
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Jeffrey and Kate Tanhueco
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Voicebox Creative
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Trinchero Family Wines
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Landor Associates
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Jane Goodall Good for all
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Bryan Cooper Design
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Bryan Cooper
D
Sunday Lounge
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Colorado Boy Pub & Brewery
D
Tactix Creative
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Paul Howalt
D
Tim Frame Design
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Brothers Carpet Cleaning
D
3 Advertising LLC
C
3 Advertising
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Level B Design
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Café Max
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Sussner Design Company
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Sussner Design Co
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Gardner Design
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self
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PUSH Branding and Design
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Wellmark BCBS & Drake Relays
D
Design Hub
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Lb. Brewing Co.
LOGO SEARCH
Keywords
Type:
Symbol Typographic
Combo
All
Crests
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= Design Firm
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Sandra Murray Design
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Tamales Mexican Grill
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Caliente Creative
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Bay Harbor Fine Foods
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PUSH Branding and Design
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Iowa State Fair
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Healthy Express
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Brian Haselton
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The Calm Coming
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Annies Cafe & Bar
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DeHann Holsteins
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Stonebridge Outdoor
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Stiles Design
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The Butler Bros./LAF
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Marketsplash by HP
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Boise Fire Department
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Stiles Design
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Wurstfest
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Flying Hand Media
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NC Lit Festival
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a. pounds design
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moosylvania
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Bacardi
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Blackwood Management Group
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Timber Design Company
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LaCrosse Footwear
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Spring Advertising + Design
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Joey Restaurant Group
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Mattson Creative
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CS Lewis College
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markatos | moore
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Ambassador
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FUEL Creative Group
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The Sacramento Press
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Blacktop Creative
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Blacktop Creative
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Jon Kay Design
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Fangamer
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Fangamer
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Gardner Design
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Horace Mann Dual Language Magnet School
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Cubic
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BOK Center
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Glitschka Studios
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Mardi Gras World
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Letter+Five
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Brushed Monkey
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phyx design
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phish
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Barral
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Harmonie intérieure
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Tutti Gelatti
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SC Berarium srl Romania
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SFT Tequila Bar
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Photobooth Planet
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Unreal
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Cortland Partners
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Tom Campbell
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Leon Etienne Magic Products
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Verve Coffee Roasters
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M&M
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Honest Don’s
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