Pentacles Coffee
About Pentacles Coffee
Tarot Cards — is a famous deck of cards which includes 78 different cards and used for cartomancy. «Tarot» was born in Italy, in 14-15 centuries probably. At first time it was used as card game or as a way to show important events. Since 18 century Tarot cards became associated with «mystery», «secret knowledge», etc.
«Pentacles Coffee» — is a place which combines delicious coffee and answers to exciting questions. It is a cafe, where visitor could not only drink coffee and talk to friends, but also book a card layout from the best tarologists.
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Communication theory in the field of design
Communication is the process in which the sender encodes a message and the receiver decodes and processes it. Design is a way of conveying meanings, where any object is a mediator between the sender (brand, organization, author) and the receiver (user, audience, consumer).
A communication strategy in design is a structured and thoughtful plan on how exactly a design should «speak» to an audience in order to convey the right message, meaning, and elicit the right response from the recipient. It simply gives a beautiful design meaning and makes it more effective for perception.
To create a communication strategy, the designer thinks through what meaning needs to be conveyed, what exactly the brand/customer/author wants to convey, who is the target audience, which way is the best to convey thoughts, what language to speak and what visual style to choose; thinks through a certain context — environment/situation for proper perception and target (to inform, convince, inspire, motivate, involve).
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The following elements can be distinguished in the combination of communication and design:
Message. It’s not only what is depicted, but also how this image is read and associated with. Through the text and the slogan, we deliver a direct message. We use symbols and metaphors to create an imaginative message. The emotional is conveyed through colors, rhythms, and composition.
Channel. In order for a message to find its receiver, a channel is needed, which in design is, for example: a website, packaging, poster, interface, and so on. Each channel creates its own rules for visual communication.
Visual language. This is a combination of sign elements that the receiver must be able to decode. A visual language is formed from colors, typography, composition, sound, illustration, and so on.
Audience. Proper communication is necessary for a particular receiver, because different groups have different cultural backgrounds and needs. To create the right communication strategy, it is necessary to know the cultural experience, the level of visual literacy, the expectations and needs of our audience.
Communication in design works through visual archetypes and cultural codes, modeling receiver behavior, emotional impact, and narrative. The viewer instantly understands without words that the shape of the circle is friendliness, red and gold colors are danger and premium, respectively. Certain compositions and visual markers allow you to prioritize perception and make the message understandable to the receiver. The aesthetic style, rhythm, colors and visual culture of the brand evoke emotions, which accelerates the perception of meanings. Narrative simplifies complex ideas and enhances engagement.
Considering the theory of communication, it is necessary to note seven traditions according to Craig: cybernetic, socio-psychological, socio-cultural, critical, rhetorical, phenomenological, semiotic. We focused on the semiotic: its main idea is to perceive communication as an exchange of meanings through signs and symbols; and the key goal is to try to understand how meaning is represented and conveyed.
Tarot in modern times is a way of self–discovery and self-exploration through the collective unconscious, signs, symbols, archetypes. This is a set of symbolic meanings that have come down to us from the past, the deciphering and interpretation of which helps people find answers to their questions. That is why we have come to the conclusion that we will build our communication strategy for the cafe which is based around Tarot cards, based on the semiotic tradition.
Presentation for a general audience
Depending on the culture of the time and the practitioners themselves, the meanings and images of Tarot cards changed, but this did not in any way interfere with their popularity at all times. Mysticism in it may not be primary, but symbols and archetypes really help people understand themselves and cope with anxiety. This is a popular way to look at life from a different angle, find the answer in yourself, or just calm down a little during a difficult time.
In our unstable times: the pandemic, crises, financial and psychological problems, Tarot cards have gained even more popularity and have become a great way to reduce pressure on oneself and shift responsibility for some issues onto fate.
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For a cafe in a Tarot setting, we suggest focusing on a strategy based on such theses as «Tarot is the language of choice», «Community of meanings» and «Game is the basis of mood».
The goal is to convey to the audience that «Pentacles coffee» is not just an ordinary cafe where you can stop by on your way to work just for coffee, but a place where you can relax and immerse yourself in the atmosphere of magic and Tarot cards.
To do this, we propose to develop a menu based on Tarot cards and the thesis «rely on fate.» We want to convey to the client that if he is tired of everyday life, in our cafe he can leave the agony of choice and trust the cards.
It is proposed to introduce a permanent campaign «arcana of the day», the essence of which is to create certain dishes based on the interpretation and mood of each trump card of the deck (22 pieces) and alternate either in turn or in random order. When choosing a random order, you can ask the first guest of the day to draw a card to increase engagement: «The first customer of the day determines the arcana of the day.» This creates an element of surprise and increases the customer’s interest in the daily menu.
website
In addition to the standard permanent menu, in which dishes are named like cards from a Tarot deck, we propose to introduce a permanent «Choice of Fate» campaign: a guest can ask the waiter to make him a layout of 1 or 3 cards, after which he is served dishes according to the drawn cards from the menu. Examples:
«Empress» — cream cake; «Fool» — a surprise dish; «Power» — stronger coffee.
The tarot is turning into a convenient way to choose what to eat or leave the choice to fate. This promotion will not only help to increase customer engagement in the essence of the brand, but also provide an opportunity to reduce the number of unpopular dishes that have not been tried for one reason or another.
posters
We also suggest that for an order for a certain amount, give the client the opportunity to draw one card from the deck and keep it for himself. One card means a certain discount. The guest can bring the card next time and get a discount, after which the waiter will put a mark on its use in the corner of the card. If the guest brings all 22 cards of the major arcana, which have no markings, we will present a set of desserts and our personal deck of Tarot cards. If the guest brings a full deck of 78 cards with no usage marks, we will provide the guest with all the dishes from the menu that they choose for free.
Such promotions will increase interest in our cafe as well as increase the customer’s desire to come back through excitement and try to collect the entire deck.
In addition to the menu and promotions, we offer a list of events to increase interest in the Tarot cards of our cafe and increase engagement.
The lecture «The history of Tarot cards» from our tarologist. This is not just a boring lecture, but immersing the client in the Arcana chronicle.
On a certain day of the week, a «Fortune-telling booth» will open in the cafe, where our Tarot specialists will make Tarot layouts for interested customers.
In addition to offline events, we suggest creating and customizing a cafe website, as well as opening pages on social networks. The website will serve as an auxiliary element for perception and increasing loyalty to the cafe. Social media will help to increase brand awareness and create a visual style. They will help promote the brand and serve as its reflection.
We suggest maintaining the Tarot mystery style and responding to user comments in accordance with this style. It would be also good to create several headings and promote them with the help of reels, for example, Tarot history, card reading guides, menu overview or mukbang.
In this way, we will not only create a cafe, but also make it a unique and recognizable place that you want to visit.
Presentation brand for a professional audience
From the point of view of psychology, Tarot cards are a popular and effective way not only to escape from reality, but also to shift responsibility for your choice. In times of crises and difficulties, Tarot cards are a very profitable commercial vein, examples of which we can find on the Internet.
Pentacles coffee not only satisfies the need for delicious food, but also attracts with its unique theme and style, helps to put aside the choice and trust fate and «higher powers», creates its own cohesive community. The brand acts not just as a place of consumption, but as a mediator of experience, forming an emotional connection with the audience through images, meanings and interactive content.
By combining delicious food, tarot cards, and our communication strategy, we create a unique brand whose commercial value is undeniable.
First, let’s look at the brand identity. Visual identity ensures the recognition and integrity of the image in all communication channels. The repetition of symbols forms stable associations and strengthens brand positioning.
The color palette creates an aesthetic of tranquility, and the fonts hint at a mysterious atmosphere for the client.
identity
Colors:
#ded8c2 R: 222 G: 216 B: 194 C: 0% М: 3% Y: 13% K: 13%
#211f20 R: 33 G: 31 B: 32 C: 0% M: 6% Y: 3% K: 87%
#9a6e33 R: 154 G: 110 B: 51 C: 0% M: 29% Y: 67% K: 40%
#716c6c R: 113 G: 108 B: 108 C: 0% M: 4% Y: 4% K: 56%
Fonts: Felidae Chleona
Goals of the communication strategy:
1.To increase brand awareness 2.Formation of stable emotional engagement 3.Stimulating content consumption 4.Development of active interaction with users on social networks 5.Strengthen loyalty and repeat visits
Our communication strategy uses social media, offline events, and user-generated content as channels.
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1.Creating an emotionally positive positioning in which the Tarot is considered as an aesthetic system of signs that forms a unique user experience. With the help of visual (soft contrasts, arcana symbolism, stylized patterns), sensory (sound, color, aromatic associations) and eventful (serving rituals, «arcana of the day», interactivity) codes, we increase emotional engagement and form a stable visual identity.
2.Behavioral design and the use of Tarot as a cognitive frame of choice. Tarot is used as a system of metaphorical triggers that shorten the path of decision-making and create a game UX. The menu is served through narrative selection scenarios, which enhances engagement and reduces the «barrier of trying new things» (gamification effect). The result is an increase in the average receipt through the involved interaction with the menu.
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3.The focus is on forming a community around the symbolic Tarot experience. The principles of community management, event communications, and semantic positioning through user-generated content (UGC), offline events as channels for building loyalty, and soft educational positioning (lectures, theme nights) are used. The goal is to create social capital for the brand and increase the frequency of visits.
4.Microformats and symbolic personalization. The tarot is used as a tonal instrument that sets the emotional context of the day. Communications are built around micro-narratives, brand editorial policy, and regular content that creates ritualism. The effect is the growth of digital presence and the creation of a strong brand voice.
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5.Gamification is outside the esoteric context, where Tarot cards are used as a universal game marker system. Basic mechanics: randomness, collecting, reward, social sharing. This increases engagement, repeat visits, and social reach due to brand playability.
Online communication is based on the model of two-way symmetrical interaction (according to Grunig): regular surveys on social networks («Which card reflects your condition today?»); interactive stories (voting, quizzes, selection of cards); comments and private messages as a form of personal dialogue;
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The brand communicates with the audience in the language of metaphors, avoiding direct marketing.
At the same time, it is necessary not to forget about offline communication, which forms engagement through rituals (map of the day, theme nights), personalization of the experience (layouts, symbolic messages) and narrative — each guest becomes a part of the brand’s history.
The customer perceives the brand as «his own», and not as an impersonal institution.
A balance of three types of content is needed: Educational and expert — meaning of maps, archetypes, symbols; Entertainment — memes, visual trends, storytelling; Image—based — cafe atmosphere, values, philosophy.
Regular content updates maintain interest and encourage the audience to return to the brand.
The communication strategy of «Pentacles coffee» is focused on emotional and semantic interaction with the audience. Through dialogue, symbolism, and engaging content, the brand forms a sustainable community, increases awareness, and turns a regular cafe visit into a unique experience.
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КАРТЫ ТАРО ИСТОРИЯ ПОЯВЛЕНИЯ. ПОПУЛЯРНЫЕ КОЛОДЫ УЭЙТА, КРОУЛИ, ЛЕНОРМАН И ДРУГИЕ/ [Electronic resource] // youtube.com: [site]-- https://www.youtube.com/watch?v=3HywubJul_w (data of request 13.12.2025)
https://portfolio.hse.ru/Project/178391 (data of request 12.12.2025)
