PIMS TEA Задорожный Алексей
Task
Naming and identity for cafes with unusual drinks. The main product is a variety of teas collected according to a unique formula based on cheese foam-cream. An important task was to make something new and unique that could surprise and pay attention at the first contact. At the same time we wanted not to focus on one format but to create a scalable and dynamic brand.
Ideas and solutions
We started with naming. PIMS is a non-existent word but it is perfectly suitable. We have invested in it the right marketing chips and a carefully thought-out philosophy. First, it sounds good, delicious and fun in Russian. It is convenient for the audience to pronounce and easy to remember. Secondly, it is an abbreviation of a slogan that can be twisted in different directions. From Psss... I’m Sexy to Psss... I’m Social, from Psss... I’m Strange to Psss... I’m Sleepy. This is a reflection of the characters, moods and needs of the cafe’s guests. What are you doing today – this is the kind of tea you are trying: if you want it hotter — welcome, and if you want — you can feel real tenderness in your glass. The corporate identity is built around bright colors, characters and interesting details. It is dynamic and easily adapts to any surface, making them stand out and memorable. Naming and characters are closely related, the title became a name, the name became a brand, and the brand formed a community. Pims will allow the brand to enter the segment of computer games, mobile applications, loyalty systems and other interactive content and with this we have solved another problem of the client. PIMS — is a new product that teach us to be open to everything new, bringing people together around us.
