MPG
Make Petropavl Great (MPG) is a local community initiative and slogan created by Roman Makhnachev, founder of the BlackБери espresso bar chain. At its core is a simple call to make Petropavlovsk a better place through everyday actions. The name deliberately references the well-known Make America Great Again slogan, reinterpreting it in a local context as an idea of personal involvement and responsibility for the city.
The slogan became part of BlackБери’s communication and gradually grew beyond a single phrase. Make Petropavl Great appeared on coffee cups, printed materials, merchandise and other brand touchpoints. As BlackБери expanded, the concept scaled with it: localized versions of the slogan appeared on bar signage across every city where the chain operates, carrying the same idea of supporting and improving each city.
For Make Petropavl Great, we developed the initiative’s logo and visual identity. The mark combines graphic symbols associated with Petropavlovsk and its urban identity, while the overall visual system was designed to be bold, contemporary and adaptable — working equally well across small-format applications and merchandise, outdoor advertising and the urban environment.
Results
Make Petropavl Great grew beyond a logo to become a recognizable element of urban communication, appearing on BlackБери coffee cups, merchandise, printed materials and other brand touchpoints.
The concept expanded to other cities where BlackБери operates: localized versions of the slogan appeared on the chain’s bar signage, preserving a consistent idea while creating a connection with each city.