ALMATY, KAZAKHSTAN
HOSPITALITY
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BRAND IDEA
RENÉE is a European café in Almaty, created as a space for everyday aesthetics. The brand is built around the feeling of “spring within” — a sense of renewal, lightness, and inspiration that can be experienced in daily life through food, interior, and atmosphere.
BRAND-STRATEGY
AESTHETICS
INSPIRATION
SPRING WITHIN
2
CONTEXT & CHALLENGE
We worked with the team from the early stage, creating the brand from the ground up. Our task was to develop a full brand platform that would become the foundation for:
It was important to create a brand that feels cohesive across all guest touchpoints.
5
LONG-TERM BRAND DEVELOPMENT
4
COMMUNICATION
3
INTERIOR AND ATMOSPHERE
2
PRODUCT AND MENU LOGIC
1
THE CAFÉ CONCEPT
SCALING
To prepare the brand for future growth and scaling
CONSISTENT
To build a consistent experience across menu, interior, and communication
CONCEPT
To create a European café concept that stands out
PHILOSOPHY
To define a clear philosophy and meaningful foundation for the brand
SCALING
To prepare the brand for future growth and scaling
CONSISTENT
To build a consistent experience across menu, interior, and communication
CONCEPT
To create a European café concept that stands out
PHILOSOPHY
To define a clear philosophy and meaningful foundation for the brand
KEY OBJECTIVES
6
BUILD A COMMUNICATION STRATEGY AND BRAND VOICE
5
SET THE DIRECTION FOR INTERIOR AND SPATIAL ATMOSPHERE
4
DEVELOP THE PRODUCT AND MENU CONCEPT
3
SHAPE THE BIG IDEA: MISSION, VALUES, AND BRAND CHARACTER
2
DEFINE POSITIONING AND TARGET AUDIENCE
1
RESEARCH THE CAFÉ AND EUROPEAN BISTRO MARKET
Our Approach
- analyzed café and bistro markets in Almaty and European cities
- selected global benchmarks of concept-driven cafés and bistros
- studied the audience: visit scenarios, expectations, and emotional needs
Result:
A clear understanding of what the café should be — and what makes guests return, based not only on trends but on lasting emotional connections.
We conducted in-depth research:
- BIG IDEA: Spring Within
- Mission: to create a space of lightness, comfort, and everyday aesthetics
- Values: care, taste, attention to detail, naturalness
- Brand character: warm, calm, tactful, inspiring
Result:
Clear meaning-driven guidelines that became the basis for the menu concept and communication strategy.
Based on research, we developed the core brand idea:
- defined the menu philosophy as part of the brand experience
- built menu logic: approachable European cuisine, reinterpreted through local products, comfort food, flexible all-day format
- defined the role of breakfasts, main dishes, and drinks within guest visit scenarios
Result:
A menu concept with clear structure, reflecting brand values and easily understood by both the team and guests.
We approached the product as an extension of the brand idea:
- developed recommendations for color palette and materials
- curated moodboards for furniture, textures, and interior details
- defined direction for tableware, textiles, and team uniform design
Result:
A clear conceptual brief for the interior designer, fully aligned with the brand platform.
We set the direction for a space that reflects the brand’s core idea:
- defined the brand voice
- set principles for text, photo, and video content across social media
- outlined key communication scenarios for digital and offline touchpoints
We built the brand’s communication system:
- selecting vintage tableware and serving elements
- developing team uniforms and packaging
- sourcing interior details and decorative elements
- participating in tastings and refining the presentation of dishes
- designing and producing menus, printed materials, and visual assets
Result:
Every element of the project from tableware to menus and team uniforms became an extension of the brand platform, creating a cohesive brand experience from the very first day of opening.
Our work included:
We supported the project during the opening phase, helping translate the brand strategy into real details of the space and guest experience.
OVERALL RESULTS
3
A CONSISTENT COMMUNICATION STRATEGY THAT DIFFERENTIATES THE BRAND AND CONNECTS ONLINE AND OFFLINE GUEST EXPERIENCE
2
A UNIFIED CONCEPT WHERE PRODUCT, SPACE, AND COMMUNICATION WORK TOGETHER TO DRIVE GUEST RETURN
1
A COHESIVE BRAND PLATFORM BASED ON RESEARCH, MEANING, AND LONG-TERM TRENDS
ALEXANDRA VYDYSHEVA — Operation Marketer
ALENA KRASATULINA
Interior Designer
YULIYA YERMOLAYEVA
Head of Marketing
DMITRY ILYUK
CEO
ALEXANDRA VYDYSHEVA
Operation Marketer
MARIA VALOVA
Graphic Designer
ANNA VOROSHILOVA
Brand Strategist
YANA KURNIKOVA
Head of Project
ALENA KRASATULINA — Interior Designer
YULIYA YERMOLAYEVA — Head of Marketing
ILYA VOLGIN — Brand Designer
DMITRY ILYUK — CEO
MARIA VALOVA — Graphic Designer
ANNA VOROSHILOVA — Brand Strategist
YANA KURNIKOVA — Head of Project
NEW YORK
DUBAI
PARIS
ART
WELLNESS
FASHION
HOSPITALITY
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