Updates indicate that Starbucks-branded coffee shops operating under the new name are set to launch soon in Moscow, according to reports from Moscow 24. The plan involves a controlled rollout where access will initially be limited to journalists, giving the media a first look at the refreshed branding before a broader public opening. This staged approach highlights the rebranding effort and positions outlets to unveil the updated logo and store design to the press first.
A knowledgeable source close to the chain suggested that after the rebranding, the cafe network will continue to offer familiar menu items such as sandwiches, salads, pasta, pastries, and desserts. Cold drinks and sodas are expected to stay on the beverage list, with a likely preference for a regional brand like Chernogolovka. It is noted that these coffee locations do not prepare hot meals on site; instead, hot items are prepared in advance as part of a streamlined kitchen operation.
Hints have circulated that Timati and Anton Pinsky envision a sign reminiscent of their own restaurant concept, Redbox, rather than the classic Starbucks imagery. The proposed logo reportedly features a distinctive brick bear figure in place of the Starbucks siren. Alongside branding discussions, the partners pursued formal trademark protection, registering a new mark with the national authority, Rospatent. In a public discussion, Anton Pinsky revealed the likely name direction for the new coffeehouses during an interview with a well-known media personality. Speculative names circulating include Starbox or Stars, signaling a shift toward a brand identity that blends familiar cafe culture with a fresh, modern emblematic look.
Coverage from socialbites.ca noted potential new design features, including what were described as dating glasses. The proposed concept would let visitors choose mug colors based on mood or status, introducing a playful, personalized element to the customer experience. This direction signals emphasis on aesthetic customization and social experience as part of the reimagined cafe environment.
Industry observers say the rebranding effort aims to preserve core offerings while refreshing the brand’s visual language and customer experience. The strategy appears to balance continuity with novelty, ensuring longtime fans recognize the cafe’s food, drink, and service standards while encountering a clearly updated look and feel. In markets where brand refreshes are common, such changes are typically paired with a phased media strategy, limited-access previews for partners, and a public launch designed to maximize visibility across digital and physical channels. The evolving project shows how global coffee brands adapt to local consumer expectations, branding trends, and regulatory requirements while maintaining a consistent product narrative.
Ultimately, the new concept envisions a cafe setting that respects heritage while inviting conversation about modern branding, design, and consumer engagement. The emphasis remains on accessible, casual dining experiences paired with well-loved beverages, delivered in a setting that signals a refreshed identity. As more details surface, industry watchers will be watching closely to see how the final branding, store design, and customer experience come together to form a cohesive, recognizable presence in the market.