Barista, a 15 year-old coffee chain with 200 cafés across India, found itself lagging behind in connecting with India’s millennials who care more about ambition and success than coffee. They were thirsting for a space that would fuel their imagination.

47% of India is below the age of 24. They have a deep entrepreneurial spirit. Coffee shops were the We Work of India, they are the fuel. Café Coffee Day was chaotic. Starbucks was cold. Barista reimagined itself as a canvas to foster ideas and the entrepreneurial spirit.

With the platform, ‘from coffee to creativity,’ we partnered with Incubis Retail Designers to create a bold and highly creative environment to resonate with the fearless, exploratory and unconventional mindset of the millennials. The new identity’s ‘IS’ is a reflection of a dynamic space that becomes the constant source of inspiration and creativity to the youth of India, making it a space where entrepreneurs and innovators discuss the next big idea, musicians create the perfect melody and artists create their new masterpiece. The new Barista is the destination for the perfect brew and an environment that inspires the future movers and shakers of India.