• Yelena McCafferty

Where brands connect

It’s no longer striking to see Russian brands borrowing foreign words to stand out among competitors on Moscow’s cosmopolitan horizon. Take Стейк Хаус Бутчер, for example; true to its name it is indeed a steak house with an appealing name Butcher to reflect its speciality. Incidentally, I did pay a visit there on my most recent trip to Russia and the food didn't disappoint.

The restaurant nextdoor to it, however, went a different way of looking Western by using Latin characters to write its name – Probka (on Tsvetnoy). If you translate it into Russian, it can mean a cork or a traffic jam; it’s one of those inspiring brands which make customers wonder, keep them guessing and make jokes about it perhaps.

I also came across a few brands which use a mixture of Russian and Latin characters. One of them is a restaurant called Бараshка. A name, which can be translated as Baa-lamb, makes a clever use of sh instead of ш.

Another butcher’s shop, Farш, pursues the opposite strategy: rather than write Farsh (in Russian – mince) all in Latin characters, the last letter is in Russian – ш (pronounced as sh).

Have you seen an interesting Russian brand? Add a comment!

[Tip: if you are a Russian brand with an interesting name/story and wish to be featured in our blog, please email us or call: +44 (0) 207 0436940.]

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