The realignment of CSC was based on the two polarizing origins of coffee – the farm as the origin of the bean and Vienna as the cradle of coffeehouse culture.

The slogans “From the farm into the cup” and “Home in Vienna” formed the two supporting pillars on which the entire concept was realigned.

The newly defined brand DNA formed the basis for all design and strategic measures and enabled a consistent yet flexible brand image that could be modularly tailored to two customer segments.

CSC's corporate identity was completely revised, defined, and integrated into the ongoing processes of 22 countries. All templates were developed centrally and implemented through a phased rollout via regional workshops.

This brand book is very comprehensive, therefore only a few sample pages can be provided to give an insight.

To visually represent the two central pillars of the CSC, strategically developed signature motifs were used: The “Farm Signature” images were created directly on coffee sack backgrounds in the coffee farms – handcrafted by a local artist to make authenticity and origin visually tangible.

The briefings resulted in hand-painted visuals, which kicked off a high-quality image campaign.

The menus, menu boards, table displays, and all product group labels, packaging, and drinking vessels have been comprehensively revised and updated – both in terms of design and content – ​​to ensure a consistent and contemporary brand experience.

The global standard menu, shown here in its most comprehensive form, was one of many chapters covered in the brand book. It was supplemented by additional menus such as breakfast, ice cream, and dinner menus. A modular system was developed that could be flexibly adapted to the size of the shop and the range of products offered, in order to make optimal use of the available space.

Furthermore, the menu played a central role in brand communication and transformation: it conveyed essential brand content and served as an important medium for communicating brand identity.

The promotional product cycles were synchronized with the card system. The photoshoots for the promotional products also served as image campaigns, providing fresh visuals that flowed directly into the marketing departments and visually revitalized brand communication.

The promotions included either trend-based, seasonal, or experimental new products. They were specifically advertised as part of the menu board sequence over a defined period – tailored to the respective season as well as cultural occasions and events.

The product recipes and preparation steps were transferred into visually supported, icon-based instructions to ensure language-independent comprehensibility and enable uniform implementation in all markets.

The uniforms were designed with a focus on a lifestyle-oriented look, reflecting the aesthetic preferences and attitudes of the shop employees' age group. To visualize the Viennese-farm DNA mix, Vienna's elegant colors were combined with natural farm materials – a deliberate bridge between coffeehouse culture and origin.

To support regions and franchisees, a global merchandising program focusing on brand appearance and the core product was developed. Through a central intranet shop, shop operators worldwide could order branded merchandise to increase local visibility and sales.

The roasting drum – a symbol of high-quality long-term roasting and meticulous craftsmanship – was repurposed into an eye-catching sales display for merch coffee, in order to specifically draw the attention of coffee shop customers to the quality and origin of the coffee.

To make the coffee quality tangible for consumers, the journey of the bean – from cultivation to shipping to Europe – was segmented into thematic photoshoot chapters and documented by photographers to make the first half of the CSC value chain visually tangible.

The second half of the value chain – the refinement of the bean from raw coffee to the fine product – was also photographically documented and used as a visual element of a customer education campaign to communicate the quality process across channels.

All Shopfit initiatives and installations were designed in two versions – one along the farm line and one in the Vienna style – and modularly segmented to create an atmospheric and brand-compliant environment in both the smallest stores and double-stacked areas.

Given the density and scope of this brand book, only a small glimpse can be provided.

All Shopfit initiatives were designed to enable existing shops to undergo a noticeable transformation with minimal financial investment through the new Shopfit offering. Depending on location and target group, either a Farm, Vienna, or Hybrid Shopfit was implemented.

Given the density and scope of this brand book, only a small glimpse can be provided.

All essential processes and information were clearly structured for architects in order to specifically consider the business aspects of the coffee shop concept – including walking routes, storage areas, coffee bar layouts and other functional details for efficient and economical shop planning – and also to make maximum coffee expertise visible and communicate it.

Budget-oriented initiatives were defined to gradually transition the shops to the new 3.0 line. The 2.0 line comprised the essential upgrades, serving as a transitional solution to prepare existing stores for the long-term requirements and standards of the new 3.0 locations.

For new locations, the 3.0 line was used directly and introduced to the market with all new initiatives in order to implement the revised brand identity holistically from the outset and to ensure a consistent brand experience.

The upcycling guidelines demonstrated how shops could be transformed step by step from Generation 1.0 to 2.0 – and ultimately evolve to Generation 3.0 – through targeted shopfit measures and essential branding upgrades. This enabled an economically sound, visually consistent, and strategically well-considered brand evolution.

Marketing materials such as company brochures, product campaigns, usable templates, and consistent event design guidelines were developed centrally and made available to the marketing teams. In addition, master franchise brand hub guidelines were created to offer international partners clear standards for brand management, visual implementation, and local adaptation – thus ensuring a consistent brand presence across all markets.

A collaboration with the Kunsthistorisches Museum (KHM) was initiated and designed so that selected CSC shops integrate special KHM areas. These zones act as cultural brand ambassadors under the slogan "Home in Vienna" – featuring classic Viennese art on the walls, which convey the flair and cultural depth of the KHM into the everyday lives of guests and make the connection to the brand's Viennese origins tangible.