Gentile Cafe
A brand relaunch and marketing built from the ground up
A café in Yerevan serving desserts, pizza and panini. The project came to us in marketing decline — and was effectively rebuilt from scratch.
- Client
- Gentile Cafe
- Industry
- Café · Casual dining
- Geo
- Yerevan, Armenia
- Scope
- Rebrand without a name change
About the project
A city café in a casual dining format
Gentile Cafe is a cosy café in Yerevan serving desserts, pizza and panini, aimed at a city audience and a casual dining format.
The brief
Rebuild the project, not repaint the window
When we joined, the project was in marketing decline: there was no coherent communication, the brand was fragmented and awareness was close to zero. Our task was to effectively rebuild the project and set it up again.
Our approach
A rebrand without a name change
We treated the project as a full rebrand that keeps the name.
We built the visual style from scratch, redefined the positioning and set a single direction for communication.
The goal was to turn the café from unnoticed into a place people seek out — with a clear image, mood and character.
- 01
A visual style of its own
Branded tableware and packaging in frame, consistent light and angle — the café is recognisable before you read the caption.
- 02
A clear image and mood
Urban casual: breakfast, coffee to go, dessert after a walk — the scenarios a guest sees themselves in.
- 03
Systematic presence
Regular content and one line of communication instead of scattered posts whenever there was something to show.
Product and packaging shoot · production by Newgen
What we did
Six workstreams, one relaunch
06 workstreams
- 01
A new visual style
Creative - 02
Positioning and tone of voice
Positioning - 03
Full management of the social channels
SMM - 04
Photo and video content
Production - 05
Creative strategy
Strategy - 06
Building a systematic digital presence
Digital
Before → after
From overlooked — to a place people seek out
No «before» shoots survived, so the comparison is in words: on the left the state we walked into, on the right where the project landed.
Before
- Marketing in decline
- No coherent communication
- A fragmented brand
- Awareness close to zero
After
- The project effectively rebuilt
- A coherent, contemporary brand
- Clear communication
- A relevant city place
Content
The counter, the table and the city
Outcome
The café became a city place
The project was effectively rebuilt and given a second life.
Gentile Cafe now looks like a coherent, contemporary brand with clear communication.
Awareness grew, and the place began to read as a relevant city spot rather than a random café.
The next project is yours
Let's relaunch your place
Tell us how guests see you today and how they should — we'll come back with a plan for style, communication and content.