BlackБери
BlackБери is a coffee bar chain that has been steadily expanding its presence across Kazakhstan. Together with the brand, we supported a major stage of its growth — from strengthening its position in Petropavl to entering new markets in Kokshetau, Astana, and Karaganda.
Throughout our partnership, the M8 team contributed to the launch of 15 bars across four cities. We supported the opening of 4 locations in Kokshetau, 4 in Astana, and 2 in Karaganda. Each of these three cities represented a new market for BlackБери.
We did not use a single launch scenario for every location. Instead, a unique opening strategy was developed for each new bar, taking into account the city, location, target audience, local context, and the specific objectives of each venue.
We developed launch mechanics and communications, prepared advertising and informational support, adapted visual materials, and coordinated promotion before, during, and after each opening. This approach helped turn every new location launch into an event of its own.
BlackБери’s expansion beyond Petropavl became an important stage in the brand’s development. We supported its first entry into Kokshetau with 4 bars, Astana with 4 bars, and Karaganda with 2 bars, helping the brand connect with new audiences and build awareness from the moment it entered each city.
Every opening became another step in scaling the network. At the same time, it was essential to preserve BlackБери’s distinctive brand character while adapting communications to each new market — positioning it not simply as another new coffee shop, but as a recognizable part of the local urban environment.
Results
Together with the BlackБери team, we successfully launched 15 bars across four cities in Kazakhstan.
We supported the brand’s first entry into Kokshetau, Astana, and Karaganda, developing a dedicated promotion strategy for each launch.
We established an approach in which every new bar receives its own launch strategy while maintaining BlackБери’s overall brand consistency and recognition.