Asl Cafe
2026
Strategy
Visual Identity
Brand Identity
Asl Cafe
Asl Cafe
Asl Cafe
Asl Cafe
Asl is a Saudi café designed as a calm retreat, bringing together the warmth of the space and the presence of nature. We developed its strategy and visual identity to create an experience that feels mature, familiar, and quietly memorable.
Asl is a Saudi café designed as a calm retreat, bringing together the warmth of the space and the presence of nature. We developed its strategy and visual identity to create an experience that feels mature, familiar, and quietly memorable.
Saudi café
2026
Strategy
Visual Identity
PROJECT OVERVIEW
PROJECT OVERVIEW
Strategy
Strategy
Asl is a contemporary Saudi café designed to become part of everyday life, balancing distinctiveness with a sense of familiarity people naturally return to.
Asl is a contemporary Saudi café designed to become part of everyday life, balancing distinctiveness with a sense of familiarity people naturally return to.
THE CHALLENGE
THE CHALLENGE
How do you create a café people notice the first time, but choose again long after the novelty has worn off?
How do you create a café people notice the first time, but choose again long after the novelty has worn off?
PROJECT OBJECTIVES
PROJECT OBJECTIVES
Create a distinctive, scalable café brand that can earn a place in people’s everyday routines through a consistent identity, experience, and sense of familiarity.
Create a distinctive, scalable café brand that can earn a place in people’s everyday routines through a consistent identity, experience, and sense of familiarity.
RESEARCH & DISCOVERY
RESEARCH & DISCOVERY
In a market crowded with beautiful cafés and premium coffee, aesthetics alone are no longer enough. The real opportunity was to move from attracting visits to earning repeat behavior.
In a market crowded with beautiful cafés and premium coffee, aesthetics alone are no longer enough. The real opportunity was to move from attracting visits to earning repeat behavior.
STRATEGIC INSIGHT
STRATEGIC INSIGHT
The places people love most are the ones they naturally make their own.
The places people love most are the ones they naturally make their own.
BRAND POSITIONING
BRAND POSITIONING
A contemporary Saudi café designed to become your place: considered enough to choose, effortless enough to return to.
A contemporary Saudi café designed to become your place: considered enough to choose, effortless enough to return to.
TARGET AUDIENCE
TARGET AUDIENCE
Urban, design-aware guests who make cafés part of their everyday routines and value good taste without unnecessary formality.
Urban, design-aware guests who make cafés part of their everyday routines and value good taste without unnecessary formality.
BRAND IDEA
BRAND IDEA
Made to Become Yours.
A brand built around designed familiarity: distinctive enough to remember, familiar enough to return to.
Made to Become Yours.
A brand built around designed familiarity: distinctive enough to remember, familiar enough to return to.
CREATIVE DIRECTION
CREATIVE DIRECTION
Warm, tactile and quietly distinctive. Saudi in instinct, contemporary in expression.
Warm, tactile and quietly distinctive. Saudi in instinct, contemporary in expression.
LOGO CONCEPT
LOGO CONCEPT
Inspired by the floral motif found on Saudi coffee cups, reinterpreted into a contemporary symbol rather than a literal heritage reference.
Inspired by the floral motif found on Saudi coffee cups, reinterpreted into a contemporary symbol rather than a literal heritage reference.
COLOR & TYPOGRAPHY
COLOR & TYPOGRAPHY
VISUAL SYSTEM
VISUAL SYSTEM
Color, typography, materials and sensory cues repeat across every touchpoint, building recognition through the whole experience rather than the logo alone.
Color, typography, materials and sensory cues repeat across every touchpoint, building recognition through the whole experience rather than the logo alone.
BRAND IN THE REAL WORLD
BRAND IN THE REAL WORLD
PROJECT IMPACT
PROJECT IMPACT
A cohesive brand system that connects positioning, identity and experience while remaining flexible enough to grow across future locations.
A cohesive brand system that connects positioning, identity and experience while remaining flexible enough to grow across future locations.
