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Create an attractive corporate identity that makes the public feel they have an owner ship of the company while buying in our stores. This one have to vibrant colorful and that evokes happiness while drinking coffee even in those cold days in the north Russia. Something that provokes a "cafe mania" ... In our stores people can approach and ask about anything they need to know that we will be glad to answer and give the best advice, even with the most silly question, we wan to bond with our customers with a big smile and energy and health just like what coffee is meant to be !
The name identity should come out form Expresso ( than can be the espresso type of coffee and the express famous Russian train) and Americano ( that can represent the type of coffee americano and the happiness a Latin American contagious rhythms of theirs songs brings to the world )