Twins Coffee: Branding a Coffee Shop in Astana

The challenge: a cozy shop with no face to remember

Twins Coffee is a specialty coffee shop in Astana, Kazakhstan — a cozy room known for attention to detail and high quality, where every cup is hard work and passion for coffee. The coffee was the easy part. In a city where new specialty spots open every season, a good cup alone brings nobody back twice.

The brand had to do three jobs: make the “twins” idea visible, make coziness recognizable from the street, and give one small shop a single system for every surface — from the sign to the sugar stick.

The strategy: two cups, one story

The strategy fits in one line — the slogan itself: “Two cups — One story.” Coffee at Twins is a shared moment: two stars in the mark, two shots in the pour, two cups on the table. Round, smooth forms read as coziness and friendliness — soft, warm, paired. Deep green anchors it, warm beige is the room, chestnut brown is the coffee, with orange-brick and light blue as accents.

The identity: a blob with two stars

The logo is one playful shape: two rounded blobs joined into one, like two cups pushed together — a star inside each, two dots floating off like steam. It ships as a stacked lockup, TWINS COFFEE under the mark, plus a horizontal version and a “TWINS COFFEE SHOP” lockup.

Five colors carry it: dark green #26422A, orange-brick #D86836, beige #FFEEBC, chestnut-brown #5D372A, and light blue #D2E8FF. Nunito carries the voice — ExtraBold for headlines, Regular for everything else. The mark doubles as the pattern: the two-star blob repeats across packaging, cups, and social graphics.

The rollout: from the sign to the sleeve

Outside, the round projecting sign — a cream disc with the brown mark and TWINS COFFEE — is the shop’s face on Turan Avenue.

Inside, the table tent tells the story in one picture: a portafilter pouring two shots into two cups, under the words “Coffee Time.” The menu, polo, and apron — dark green, slogan on the apron — carry the same green and beige. In the hand, the system holds: the cream bean bag, the dark-green cup with the cream mark, the cup holder, and kraft bags stamped with the pattern.

Smaller touchpoints carry it too: drip-coffee packs, a sugar stick, a shopper, and a thermos — plus social avatars in five colorways, so the feed reads as Twins at a glance.

Where they are now

Today the brand is live in the room it was drawn for. Twins Coffee is open on Turan Avenue, 22, in Astana — weekdays 8:00 to 21:00, weekends 9:00 to 21:00 — and its public home is Instagram, @twinscoffee_kz, listed in city guides among Astana’s specialty spots. There is no standalone website yet.

What coffee founders can take from this

• A name is a brief — use it. “Twins” gave the whole system its idea: pairs everywhere, two stars in the mark, two shots in the pour. Our La Vi Coffee case shows the same move with a phin filter.
• Soft shapes are a positioning choice. Round forms and warm colors say “cozy” before a word is read — in a scene full of minimal black-and-white, warm stands out. More in our guide to branding a bakery.
• Design the smallest touchpoint first. Sugar stick, cup holder, avatar — survive the smallest surface and you survive them all. More in our guide to rebranding a restaurant.

FAQ