Branding speciality coffee shop and pilates studio in Geneva
Summary /
When our client approached us to help her launch a dual-concept destination in Geneva we were very excited about the idea. We had the perfect opportunity to leverage our 10+ years of hospitality expertise to transform a functional business idea into a sophisticated lifestyle brand.
The project, situated in a vibrant urban district in Geneva, seamlessly integrates a state-of-the-art Pilates studio with a specialty coffee shop.
We were in charge of the branding strategy, positioning and visuals. We moved from an initial generic name to the creation of Red & Red—a brand identity that honors the 50/50 split of the physical space while speaking to the sophisticated, international demographic of the Swiss market.
The core philosophy behind the project is the concept of "two sides of the same fire." We identified a powerful duality in the space: one half dedicated to the "zen" and grounding nature of Pilates (Earth), and the other to the high-energy, social atmosphere of specialty coffee (Fire). By using the color red as a bridge between these two worlds, we developed a dynamic "Monthly Red" strategy. This editorial and event-driven framework replaces the first "Red" with a rotating theme - such as Frida Kahlo & Red or Switzerland & Red - allowing the brand to remain constantly evolving, culturally relevant, and deeply connected to its community through specialized workshops, products, and storytelling.
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It is important to note from the outset that we delivered two distinct versions of the visual branding. We will present here the version choosed by our client.
Brand strategy and creative direction
When Alexandra approached us with her vision of opening a combined coffee shop and Pilates studio in Switzerland, our answer was an immediate "hell yeah." This project aligned perfectly with our expertise; with over 10 years in the hospitality industry and extensive experience managing specialty coffee shops, we knew we could bring a unique edge to a brand targeting a sophisticated, international clientele.
During the initial audit and strategy phase, we analyzed the business’s original name. While functional, we collectively concluded that it didn't fully capture the niche potential of the space. We discovered that the physical 50/50 split of the venue - one half designed for high-end Pilates machines and the other for specialty coffee - was more than just a floor plan; it was a conceptual goldmine. This balance between a space that calms and a space that energizes became our strategic red line.
The naming philosophy: Red & Red
We began exploring the dualities inherent in the project: Energy and Zen, Fire and Earth, Connection (friends) and Self, Mind and Body, Spicy and Sweet. We realized that the most potent representation of this shared energy was the color red. However, "Red" on its own felt too simplistic and risked conveying the wrong message.
To add depth, we arrived at the construction "Red & Red." This name suggests two sides of the same coin - two different nuances of the same fire. It reflects a brand that is both calm and energetic, yet fundamentally cohesive. The tagline and positioning were crafted to invite intrigue, encouraging people to look beneath the surface and discover what this "Red & Red" space truly offers. It was designed to set a tone of voice that is both sophisticated and mysterious;
Pilates studio & specialty coffee. Same coin, different sides. One color, different nuances. Two sides of the same fire.
Communication strategy: the "monthly red" framework
To ensure the brand remained dynamic and engaging, we developed a communication strategy that directly supports the brand identity through a rotating 12-month editorial calendar. Each month, the first "Red" in the name is replaced by a specific theme that dictates the tone of voice and the heartbeat of the space.
For example:
January: "Heart & Red" – focusing on heart health and connections;
July: "Frida Kahlo & Red" – exploring passion, art history, and feminism;
August: "Switzerland & Red" – celebrating Swiss heritage and craftsmanship;
This "Monthly Red" concept moves beyond abstraction into tangible experiences. It provides a framework for organizing specialized events, such as bringing in an art historian to discuss Frida Kahlo’s life or a Swiss chocolatier for a workshop on precision and craft. In the Pilates studio, these themes translate into specialized workshops focused on the values of the month.
This approach allows us to build a much more detailed and compelling product and social media strategy, ensuring the brand never feels static.
The visuals
In contrast to other case studies where we might build a rigid visual system for a designer to follow, our direction for this project was significantly more artistic and flexible. We developed a visual territory tailored specifically to our clients requests, the Geneva market, responding to the sophisticated needs identified through both our market analysis and the client’s local research.
The visual foundation is built on a high-end black and white art photography style that bridges the worlds of specialty coffee and movement. For the Pilates imagery, we utilized for the first time in our commercial projects AI-generated visuals as the photographic core before manipulated into sophisticated overlays and textures. These unique finishes were crafted through the 30-year expertise of our lead designer (David Stroe) to create a look that feels both human and ethereal.
The chosen color palette is intentionally feminine, designed to resonate with a target demographic seeking either a vibrant, energetic moment or a soulful "return to self." Every material was curated to showcase two distinct shades of red, elegantly communicating the precision of the Pilates industry while remaining grounded in the warmth of coffee culture. This decorative line defines the "Red & Red" concept, bringing the vibrant energy we envisioned to life.
To ensure the business owner could maintain autonomy, we delivered all brand assets via Canva and built the website on Squarespace.
Team and thanks
We are grateful to have been part of this branding process of Red & Red.
Client: Alexandra Andrei;
Strategy: Alexandra Crăciun;
Design: David Stroe.