COFFEE MONARCH

The forced exit of the global Jacobs Monarch brand from Russia created an urgent need to localize the business. The task was to protect a multimillion-strong audience and shelf leadership by building a new brand that would be instantly recognizable, without giving consumers any sense of a drop in quality.

To preserve brand continuity, I focused on protecting the key visual codes — the signature dark-green color and the gold crown. Built new guidelines from scratch for the updated logo, typography pairing, reimagined packaging geometry, and merchandising rules for retail chains. Created new visual assets for every channel (TV, OLV, in-store).

A successful transfer of audience loyalty. The brand retained over 90% of its shelf-level visual recognition, held its market share through the transition period, and secured its position as the rightful successor to the original coffee.