BlackБери
BlackБери is a chain of espresso bars with a strong visual brand and a growing network of locations, recognized among the Top 100 of the prestigious WhereToEat rating.
However, growth revealed a classic HoReCa challenge: high staff turnover. Employees often saw the barista position as a temporary job and left before becoming a true part of the team. Our task was to develop a strategic HR brand that would communicate the company’s internal values, help retain the team, and turn employees into the key ambassadors of the network.
We didn’t create a “corporate culture on paper.” We built a living recognition system — the “Inner Circle” concept, where every artifact in an employee’s hands represents a specific stage of their journey and status within the team.
We introduced a concept that changes the perception of work from something “temporary” into something meaningful. “Inner Circle” is a recognition system created for the team, where every barista feels like a part of something bigger, contributing to one shared rhythm.
The visual foundation is built around a metaphor: every employee is a dot — a complete and independent personality. Many dots together create the rhythm of the network, the team. As an employee grows, the pattern on the materials becomes more complex: from a single red dot on a newcomer’s Welcome Box to a personalized pattern with the barista’s name that becomes a unique graphic artwork. Growth became visible — something you can actually hold in your hands.
Every key milestone in a barista’s career is represented through a physical item — a meaningful artifact with a clear message: 0–2 months — adaptation.
Welcome Box: greeting card, sticker pack, 3D sticker, notebook, and pen. Stickers act as a symbol of acceptance: “I have become part of the BB Team.”
6 months — Stability. The “STAY BOLD” lanyard supports employees during the most challenging adaptation period. Message: “We see that it’s not easy for you — but don’t stop halfway.”
1 year — Trust. A personalized physical deposit card. Core meaning: “Trust is a currency you can share with your loved ones.”
2 years — Mentor status. A №2 metal badge on a custom-designed backing card. A symbol of transition: “You are no longer just learning — you are leading others.”
3 years — Mastery. A pitcher with personalized laser engraving in a velvet pouch. A symbol of recognition for professional excellence.
Transition to the office. A Parker pen in exclusive packaging — a symbol of career growth within the network.
Results
From a newcomer’s Welcome Box to personalized mentor artifacts
6 stages of the career journey
- HR brand strategy
- Concept
- Visual system
- Merchandise
- Branded materials
Reduced recruitment costs and improved retention of strong specialists