New look signages add grandeur to Barista outlets
Be it official meetings or a friendly chat, everything seems better over a cup of coffee. Complement
it with right ambience – comfortable seats, friendly and lively atmosphere… and what do you get?
Ofcourse, Barista will come as an instant answer! This international coffee chain is now revamping
its image from a café to a lounge. Rini Dutta, head–marketing, Barista Coffee Company, in
conversation with Varsha Verma of S&G, tells more about their plans for the new corporate look.
Barista traces its roots back to the old coffee houses
in Italy - the hotbeds of poetry, love, music, writing,
revolution and of course, fine coffee. Drawing
inspiration from them, Barista has taken up the challenge
to open people’s eyes to the simple pleasures of coffee
and revolutionise the coffee drinking experience in every
city which they invade. Their Espresso bars and Crèmes
are designed to reflect a warm, friendly and inviting
atmosphere. Add to this, a menu you can ponder over for
hours and you have everything you need to escape the
pressures of daily life.
As Rini Dutta, head–marketing, Barista Coffee Company,
puts it, “The Barista Espresso Bar has been inspired by the
traditional Italian coffee shop. The Espresso Bar is a
common meeting ground for people of all ages to sit and
chat over a cup of coffee and a short eat. The majority of
our guests are between 20 and 30 years of age.”
The Barista is now geared up to sport a completely new
look. So, what makes Barista go for a makeover? “In our
line of retail, the store is a three dimensional extension of
the brand. The new look is aimed at giving a fresh look to
our store and keeping it in line with the requirements of
our guests,” told Rini enthusiastically.
“The Espresso bar signage is meant to reflect a burst of
energy, vitality and warmth. Our Espresso bars are places
where people meet to connect over a cup of coffee.
However, the Crème signage is meant to indicate warmth,
relaxation and rejuvenation. The Crème format is different
from the Espresso bar in the sense it has a wider range of
products (food, beverages, desserts etc), table service and
more comfort, lounge like seating,” explained Rini.
Elaborating on the new look, Rini replied, “The overall look
of the stores has been created by Alok Nanda and
Company. Nanda has been our brand custodian for over 6
years. The design has been brought alive by Amit Gulati,
who is our chief architect.”
On asking about the key elements of this new design, Rini
replied, “The key elements that have changed include the
store signage, signature walls and furniture. Combined
together, these three elements have made a significant
change in the way our Espresso Bar looks. Our new store
signage is a dramatic orange, which is the Barista signature
colour. We believe our new signage reflects the warm and
friendly essence of Barista.”
“A new graphic look has been created to our in-store
signature walls. The graphics reflect our Italian heritage and
also represent the different moments that can be enjoyed
at Barista. We have chosen this graphic look because it is
international and modern in execution,” added Rini.
Even the light coloured furniture would be replaced with
new darker furniture. “Our stores now have a comfort
and regular seating. There are sofas (in chocolate and
burgundy shades) and dark circular tables accompanied
by chairs with padded seats,” told Rini.
Presently, Barista has over 150 outlets in India and they
plan to revamp their look in four months time. They are
also targeting 50 more outlets by the end of this financial
year and their perfect combo of taste and ambience would
indeed make it happen pretty soon!
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