Rapper Timur Yunusov, known as Timati, and restaurateur Anton Pinsky, together with the Sindika holding company, moved to register potential new names for the Russian operation of a well-known coffee chain. On August 9, three trademark applications were submitted to Rospatent, signaling a concerted effort to establish a fresh identity for the local network. The filings mark a strategic step by the new ownership group as they explore branding options that could replace the longtime Starbucks branding in Russia. While the applications were confirmed by a source connected to Yunusov’s enterprise, the final choice of name remains unsettled, with no definitive version yet announced. The move underscores a broader plan to consolidate control over the brand through registered marks that may become the face of the chain under a new configuration in the Russian market.
According to the information shared by the parties involved, Pinsky intends to secure three distinct trademarks tied to the chain: Stars Pinskiy Coffee, Stars Kanokov Coffee, and Stars Coffee. The same source indicated that the trademark filings were carried out by the new owners who have taken over the network, though it was not possible to determine which name will ultimately be adopted. This online and regulatory maneuver points to a carefully staged transition as the business recalibrates its branding strategy in a market that has already seen a major global name pivot. The development suggests a deliberate, phased approach to reintroduce the coffee venues under a different banner while managing public reception and market expectations.
Earlier disclosures noted that the Russian Starbucks locations, rebranded under a new name, were slated to reopen in mid-August with limited access for media professionals to unveil the new branding and logo first. This signaled a controlled rollout designed to generate coverage and shape initial impressions before a broader public launch. The approach reflects a careful balance between marketing visibility and trademark strategy, ensuring that the brand’s new identity can be rolled out with clarity across store interiors, signage, and customer communications. As this transition unfolds, observers watch to see how the new branding will resonate with customers who have grown accustomed to the original Starbucks experience.
Timati and Pinsky have also expressed interest in adopting a visual identity reminiscent of their other business ventures, including a possible nod to their Redbox restaurant chain. In particular, the proposed logo is described as featuring a brick-like bear figure, described in early discussions as a “lego bear,” which would stand in for the familiar Starbucks siren. The concept signals a distinctive, playful branding direction that could differentiate the new chain while leveraging recognizable, mascot-driven imagery to appeal to a broad audience. As the trademark filings proceed and a final brand identity takes shape, the market will be watching closely how this emblematic shift influences customer perception and competitive positioning in the evolving Russian coffee scene, where global names are being reimagined for local audiences. (RBC)