Soft Branding: A Unique Draft Cafe Edition at the Ministry of Tourism

Project Type
Branding

Location
Saudi Arabia

Industry
F&B

Challenge

In spring 2020, Draft Cafe began plans to open a new branch at the Saudi Ministry of Tourism (MOT) in Riyadh. 

Ahead of the opening, Blue Hat’s design team was tasked with branding the new cafe by combining the visual identities of Draft Cafe and the MOT. The joint brand had to be original and unique while keeping elements of the two brand identities.

Intervention

We used the Ministry of Tourism’s logo as the starting point for the new brand, selecting the logo’s main purple and green tones as the basis of the color palette.

For the design, we were inspired by touristic and natural landmarks across Saudi Arabia such as Diriyah Old City and UNESCO World Heritage Site Madain Saleh.

We reimagined them with flat layered treatment to resemble the flat icons that are central to Draft Cafe’s visual identity and hint at Saudi tourism. We built up the scenes using a simple color palette while using a layering effect to give a sense of depth.

Results

We created unique designs for branded coffee cups, food sealers and window and laptop stickers to give the pop-up cafe a consistent and unified identity.

The branded elements created moments of delight for customers. While they sip on their coffee, they can admire the landmarks of Saudi Arabia from every angle - wrapped around the cup in a single continuous image. The window stickers on transparent glass allow customers to appreciate the beauty of Saudi tourism, whether inside or out. 

Visitors to the pop-up would know instantly they are at a Draft Cafe venue and enjoy the creative and inspiring environment that comes with it, while feeling a connection to the touristic wonders of Saudi Arabia.

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