Global Campaign 2026 for the Shokoladnitsa

Global Campaign 2026 for the Shokoladnitsa Coffeehouse Chain

The next stage in the development of the brand’s visual language became a large-scale campaign created for the spring–summer–autumn season of 2026. Unlike the winter campaign Shokoladnitsa Winter Tales, which was based on the atmosphere of classic winter stories, the new campaign turns to the historical roots of the brand’s visual character. An illustrative element was already present in the original version of the logo, and within the campaign “Shokoladnitsa. City Stories 2026” this atmosphere was reconstructed and reinterpreted through a contemporary visual approach.

The starting point of the research was 1964, the year when Shokoladnitsa was founded. The project explored the brand’s journey across decades and examined its present-day identity through the cultural and visual context of the period in which it originally emerged. This approach allowed the core values of the brand to be revisited and reinterpreted for the contemporary urban environment.

Illustrative Language of the Campaign

The visual concept is built around an illustrative style that acts as the main mediator of the brand’s communication. The illustrations depict scenes of everyday urban life connected by a shared love of coffee, portraying the city and its inhabitants through a light and observant visual language associated with the Shokoladnitsa brand.

The project intentionally avoided the aesthetic of comic books. Instead, the primary references were mid-20th-century printed newspapers and illustrated magazines. This direction helped create the impression that the visual language has always been part of the brand and has naturally accompanied its development over time.

Evolution of the Identity

Work on the identity followed the principle of precise and carefully calibrated adjustments, allowing the visual stability of the brand language to be preserved.

The structure of the brand graphics was refined while retaining the key elements of the existing identity. Around this core system, additional contextual graphic devices were developed to expand the brand’s communication possibilities.

The colour palette was refreshed within the range of tones already familiar to the brand’s audience. Typographic and layout structures used in advertising materials were also revised, giving the communication a more contemporary and expressive character.

Project Development

In terms of scale and depth, the project became a broader continuation of the winter campaign. It established a more extensive foundation for the development of the brand’s visual language and its communication within the urban environment.

The full project presentation is scheduled for March 2026 on the project page on Behance, where all developed solutions will be presented alongside a detailed explanation of the work behind the updated visual language.

The project will offer a comprehensive presentation of the work created for the legendary coffeehouse chain Shokoladnitsa, demonstrating the full scope of the updated communication system developed for the brand.