Sataney Bakery & Coffee
Food
Drink
Brand Design, Brand Architecture, Brand Strategy, Positioning Packaging Design, Customer Experience, Prototype
Sataney was born in the heart of the Caucasus — more than a bakery & coffee shop, it is a cultural ritual reborn through warmth, patience, and craft.
Rooted in ancient Circassian baking traditions and shaped by modern urban rhythm, Sataney blends the honesty of heritage with the refinement of contemporary taste.
When Lidenbrock entered the story, our role was not only to design a brand, but to listen to one that already existed — to breathe in its scent, to knead its narrative, and to shape it into a living identity.
The result is a brand that feels handcrafted yet timeless:
a soulful meeting of tradition and modern simplicity.
The name “Sataney” comes from Sataney Guaşe — the Mother Goddess of Circassian mythology, known for her wisdom, fertility, and creative power.
More than a cultural reference, this name became the core inspiration shaping the brand’s entire strategic foundation. When defining Sataney’s archetype, we centered the themes of wisdom, nurturing, and creation that lie at the heart of her myth.
Accordingly, we positioned the brand through the lens of The Caregiver archetype — because Sataney is not merely a brand that offers taste, but a spirit devoted to people, community, and the shared rituals of the table.
This archetype guided every decision — from the tone of voice to the visual identity — shaping a brand that feels warm, generous, and profoundly human.
Sataney’s brand architecture and target group began with understanding a generation that strives to keep up with the pace of modern life without compromising on quality living.
This audience consists of young white-collar professionals and students who care about their health, know what they eat, and make deliberate choices despite limited time.
Even if they can’t spare a moment for breakfast in the early hours,
they still long for that familiar homemade warmth that once came from their mothers’ kitchens.
At Lidenbrock, we transformed this insight into the structural backbone of the brand.
Sataney’s brand architecture was built on three layers that bridge functional simplicity with emotional depth:
Product Layer: healthy ingredients and modern recipes prepared through traditional baking methods.
Experience Layer: designed to create a moment of pause within the rhythm of fast consumption.
Emotional Layer: a brand language and atmosphere that evoke the warmth born of our mothers’ patience.
Through this architecture, Sataney became more than a bakery —
it evolved into a sanctuary that brings the serenity of the past into the tempo of modern life.
By the end of the process with Sataney, the brand’s inner voice became clear, its visual language gained consistency, and the customer experience evolved into a cohesive form.
Today, Sataney — shaped by the character it draws from the roots of the Caucasus — holds an identity that feels both aesthetically distinctive and emotionally warm to the modern urban consumer.
The brand now offers more than its products; it embodies a cultural stance and a living experience.