Work / Cafe 15 · Specialty coffee · Brand
A new coffee brand, built to feel like it had always been there.
ClientCafe 15
SectorSpecialty coffee
ScopeBrand identity & applications
MarketAbu Dhabi
Year2014
The challenge
Specialty coffee is a crowded room. A new name gets one first impression.
Cafe 15 was entering a category where every corner has a roaster, a story, and a loyal queue. A new name earns trust in seconds, or not at all.
The brief: an identity with the warmth of a brand that has existed for decades, none of which it had, and a system that could run from the cup in your hand to the checkout screen.
The idea
Modern heritage: Eau de Nil, gold, and terrazzo.
The brand is built on remembered elegance. Eau de Nil teal warmed with antique gold, and terrazzo as the brand's fingerprint, set into tables, floors, and pattern. The wordmark is engineered like storefront signage, drawn to hold at any size.
One system, every touchpoint. The same few decisions repeat from coffee bags and takeaway cups to the retail shelf, the point of sale, and a loyalty card that lives in the phone wallet.
Brand strategy & positioningModern heritage, priced premium
Visual identity & logo engineeringWordmark drawn like signage, with clear-space rules
Packaging systemBags, cups, boxes, and stickers
Retail environment & signageStorefront, displays, and materials
Digital touchpointsPoint of sale and wallet loyalty
Brand guidelinesOne book, every rule
The craft
The system
In the world