Winter Campaign 25/26 for the Shokoladnitsa

Winter Campaign for the Shokoladnitsa Coffeehouse Network

For the winter season of Shokoladnitsa, one of the largest coffeehouse chains in Russia and the CIS, a dedicated visual campaign titled Shokoladnitsa Winter Tales was developed. Founded in 1964, the brand has grown into a large café network with hundreds of locations across the region and launches seasonal communications each year that create a festive atmosphere for millions of guests.

Shokoladnitsa Winter Tales

The concept of the campaign draws on the atmosphere of warm winter stories and reinterprets classic fairy tales through the contemporary visual language of the brand. At the centre of the project is a series of original illustrations that transform the brand’s takeaway cups into a medium for visual storytelling. Elements of the brand identity were adapted to reflect the New Year season and complemented with festive slogans that reinforce the mood of winter tales.

Each story is inspired by well-known literary works such as The Snow Queen, The Nutcracker and The Magic Pike. The illustrations unfold on the surface of the cup as independent scenes, creating the impression of a small visual performance in the hands of the guest.

Illustration System

A series of original illustrations was created for the project, unified by a common artistic style and developed specifically for the seasonal campaign. The visual language combines the decorative qualities of fairy-tale graphics with contemporary approaches to brand illustration.

Each illustration is designed as an independent composition with numerous details, characters and narrative elements. At the same time, all images form a cohesive visual system that remains easily recognisable across different campaign touchpoints.

Design and Communication

The campaign brings together illustration, typography and a colour system, forming a cohesive seasonal identity for the brand. The takeaway cup becomes the primary communication medium — an everyday object that turns into a platform for visual storytelling.

This approach connects the ritual of drinking coffee with the atmosphere of winter celebrations, creating an emotional connection between the brand and its guests.

As a result, the Shokoladnitsa Winter Tales project transforms a familiar packaging element into a carrier of cultural references and visual narratives, shaping the seasonal atmosphere of the brand within the urban environment.