Draper Startup House

Business Venues


What we did?
Concept writing
Brand image
Book design

Who did it?
J. Margus Klaar
Dan Mikkin
Villu Koskaru
Kaili Kallas

Draper Startup house is a hospitality concept like no other. It shifts the paradigm, combining a hostel with a work space. And adding a strong dose of a social aspect – where entrepreneurial minds meet, new ideas are born.

With locations from Manila to Austin to Tallinn and activities ranging from business education to catering, it all needed a focused and consolidated presentation. Brand Manual wrote and designed them a Brand Book – introducing and explaining the one-of-a-kind concept, going through the values and explaining visually how Draper Startup House transforms simple hostel stays into new connections between entrepreneurs. This is a venue where new ideas are inspired and companies are born.

The book builds on three cornerstones:
Connect. Inspire. Empower.

Draper Startup House has a very strong foundation. The whole concept is founded on empowerment of it tenants and the 9 hostels already operating on 3 continents are a living proof it works. It’s all part of a larger Draper network – educating novice entrepreneurs through the the Draper University, incubating freshly started companies by engaging its pool of mentors and helping them to grow by financing, raising money and finding investors.

The book we designed reflects this attitude. It’s copywriting and imagery is all about people and creating connections between them, regardless of the location. We figured out what really drives the startuppers and what motivates investors to join. A list of money-making companies validates the concept. There’s tremendous energy in the Draper Startup House – and we hope the book emanates it as well. Inspiration is a powerful tool after all.

The ambition of the company is all but meek – by 2028 there would be a Draper Startup House in every major city in the world, which will help them achieve their mission of enabling one million entrepreneurs by 2030. Brand Manual is proud to be a part of that story.

Blender is a new juice and coffee bar. The maiden outlet was opened in Tallinn, Estonia and is part of a broader service network, made up of Apollo cinemas and entertainment megastores.

There are dozens of juice bars out there and they all serve juice. So starting a new juice bar with just better, fresher juice was certainly no recipe for success. The only thing that would make a new juice bar really stand out from the crowd was a memorable customer experience. And that is what we created.

Those rowdy, noisy Estonians

Estonians are mocked by their Southern neighbours for being quiet and reserved to the point of being taken for dead. With Blender we aimed to break that stereotype for ever. The guys at the counter are big mouthed. Loud music is everywhere. Roaring noise of fruits being sacrificed at the altar of juice saturates the room. All of this energy washes over customer before they’ve even had a chance to taste their fruit concoction or caffeine shot.

We designed the service concept and together with interior designers, cooks and service managers formed it into a coherent whole. Finding the right counter staff was a challenge. Yet having clearly described the expected working style made it possible to repeat, laying a foundation for a scalable business. Finally we divined the name and created its visual identity – bold bits and pieces that support the service concept.

The emotional charge of the brand is conveyed throughout the bar – from the interior design to the heavy typeface, brisk copywriting and warm colours. Following their visit, the active social feed keeps customers tuned in even away from the counter.

Still in its infancy, the first Blender joint has already made its mark and created a swarm of fans. We wish it good luck and look forward to seeing it grow.

Interior design: Link Projekt
Photography: Oleg Hartsenko


A bold name and some music you can’t miss

A scalable concept


Building a connection to the Apollo entertainment world

Blender for here or to go?

Sandwiches taste smashingly good

The guys behind the counter (and beyond) are the ones who make Blender tick

It’s all about the B

Name creation for the menu + the attitude

A blender experience means also active presence in social media

Every bit is designed to work for the same goal