brand logo
Surf Coffee® provides an interesting example for studying brand communication. Over the past decade, a new type of brand has emerged in Russia: the lifestyle brand that promotes not only a product but also a set of values, experiences, and a sense of belonging. Surf Coffee is one of the most recognizable Russian examples of this approach.
Its positioning is built around surf culture, which remains relatively uncommon in Russia. Few people actively participate in surfing, and for most Russians it is associated with distant places and a different way of life. By incorporating surf aesthetics into everyday urban environments, the brand creates a sense of escape, freedom, and adventure that appeals to its audience.
This study examines how Surf Coffee® communicates these ideas using the Elaboration Likelihood Model (ELM) developed by Petty and Cacioppo and Social Identity Theory (SIT) developed by Tajfel and Turner.
I. About the Brand
Surf Coffee® is a Russian coffee chain founded in 2010 in Obninsk. The first outlet was opened by a group of young people interested in both specialty coffee and surf culture. Today, the company operates more than 300 locations worldwide.
A defining characteristic of the brand is that it presents itself not simply as a coffee chain, but as a lifestyle community. Its locations are called «spots, ” customers are referred to as „friends, ” and employees are known as the „surf team.“
the team and the premises of the surf coffee
surf coffee interiors
The brand’s identity is built around the Explorer archetype. Coffee is presented as fuel for movement and discovery, while each spot serves as a place to recharge before the next «wave, ” whether literal or metaphorical. Rather than focusing solely on its products, Surf Coffee emphasizes membership in a community united by shared values and interests
Key Positioning Attributes
Movement: “We travel the world, discovering new places”.
Quality and Authenticity: Blue Hawaii Roast® coffee and carefully selected coffee farms.
Culture: Music, street art, and film are integral parts of the brand experience.
Openness: “Doors open to everyone”.
The slogan “Surfing Never Alone” reflects the brand’s broader philosophy of community and shared experiences.
surf coffee team
Primary Audience
Age: 18–35 Profile: Urban, active consumers Key motivations: Atmosphere, aesthetics, and a sense of belonging.
Secondary Audience
Profile: Professionals working in design, music, photography, and other creative industries Key motivations: Cultural relevance, creative environment, and coffee expertise.
Tertiary Audience
Profile: Franchisees, business partners, and media representatives Key motivations: Product quality, business reputation, and network scale.
photos from the social media
II. Communication Channels
Surf Coffee uses several communication channels, each serving a different purpose within the brand’s overall communication strategy.
Instagram is used to showcase the brand’s visual identity through photographs of spots, lifestyle content, collaborations, and company updates. It also helps maintain direct communication with customers.
TikTok focuses on short-form video content, including barista routines, behind-the-scenes footage, and content based on popular trends.
VK targets the Russian-speaking audience and is primarily used to promote events, run contests, and support community engagement.
Surfcoffee.ru serves as the brand’s main commercial platform, providing information about locations, the online store, the loyalty programme, career opportunities, and franchise development.
surf coffee social media
The Surfer’s License is more than a traditional discount card; it reinforces the brand’s community-oriented identity.
Key benefits include:
20% cashback in bonus points, redeemable at all Russian locations (1 point = 1 ruble); a free favourite drink on the customer’s birthday; a complimentary drink for a guest visiting a spot for the first time with a License holder.
Event Marketing and Collaborations
Surf Coffee actively develops its public presence through cultural events and partnerships.
Examples include:
RBC Coffee Talk: “How to Catch Your Wave”, aimed at a business-oriented audience
New Star Camp, including collaborations with youth-focused educational initiatives and digital integrations; The Blueprint, one of Russia’s leading fashion and lifestyle media platforms
Beat Film Festival, supporting documentary film and strengthening the brand’s association with contemporary culture
participation in professional coffee competitions, including SCA Moscow 2021, the Russian Coffee Cup Final 2025, and Barista League Asia 2025.
surf coffee in collaboration with other brands
Sub-brand Ecosystem
Surf Coffee’s sub-brands also function as communication tools, extending the brand identity into related areas.
Blue Hawaii Roast® — the company’s own roasting operation, demonstrating expertise and commitment to quality.
Air Tokyo™ — a concept focused on matcha and light food offerings, expanding the brand’s presence in the wellness and specialty beverage segment.
Blue Hawaii roast by surf coffee
products Air Tokyo™ and Blue Hawaii roast by surf coffee
Propaganda Machine — a creative platform involving street art, music, and podcasts that strengthens the brand’s connection with contemporary culture.
SCPM — a clothing line offering seasonal streetwear collections and providing customers with a physical expression of brand affiliation.
surf coffee in collaboration with Propaganda Machine
PR Strategy
Surf Coffee’s communication approach closely reflects the Two-Way Symmetrical Model proposed by Grunig and Hunt. Rather than relying solely on one-way promotional messages, the brand seeks to build ongoing relationships with customers, partners, and franchisees.
This approach is also consistent with the principle of communal relationships, which emphasizes creating value for stakeholders without expecting immediate returns. Examples include investments in cultural events, music initiatives, and franchisee education and training programs.
III. Theoretical Framework
Choice of Theories
Two theories from the course syllabus were selected to analyse Surf Coffee’s communication strategy:
- Elaboration Likelihood Model (ELM) developed by Petty and Cacioppo;
- Social Identity Theory (SIT) developed by Tajfel and Turner.
These theories address different aspects of brand communication. ELM helps explain how the brand persuades different audiences, while SIT provides insight into the social processes that contribute to customer loyalty and community formation.
Elaboration Likelihood Model (ELM)
According to ELM, persuasion can occur through two different routes.
Central Route
The central route requires a high level of audience involvement. Individuals carefully evaluate information, arguments, and evidence before forming attitudes or making decisions. This route is most effective when the audience is motivated and willing to process information in depth. As a result, attitude changes achieved through the central route tend to be more stable and long-lasting.
Peripheral Route
The peripheral route relies on simple cues and heuristics rather than detailed evaluation of arguments. These cues may include attractiveness, authority, popularity, or social proof. While this route can influence a broader audience, the resulting attitude changes are often less durable than those produced through the central route.
An effective communication strategy typically combines both routes, addressing audiences with different levels of involvement and motivation.
Social Identity Theory (SIT)
Social Identity Theory proposes that an individual’s self-concept is partly shaped by membership in social groups, often referred to as in-groups.
Several key mechanisms explain this process:
— In-group and out-group distinction: individuals categorize people into groups such as “us” and “them.”
— Social comparison: groups evaluate themselves in relation to other groups.
— Positive distinctiveness: members seek characteristics that make their group appear favourable or unique.
— Identification: group membership becomes an important part of personal identity.
In the context of branding, SIT suggests that loyalty can extend beyond product attributes. When consumers perceive a brand as part of their social identity, attachment to the brand may be reinforced through group membership and self-identification, rather than through product evaluation alone.
