In reimagining the identity of Cupital Café, a UAE-based café in Abu Dhabi, I set out to create a brand experience that honors Abu Dhabi's rich heritage while resonating with its evolving urban landscape. This identity combines Arabic cultural intricacies with a contemporary, inviting design to appeal to both residents and visitors. At Cupital, the aim was to deliver more than food and beverages—but to present a memory capsule of Abu Dhabi’s charm, embodied in every visual and sensory aspect of the cafe.
The heart of Cupital Cafe's branding is rooted in the diverse cultural exchange that defines Abu Dhabi. I wanted to capture the blend of tradition and modernity that the city embodies, creating a visual story that connects with both locals and travelers. The concept focuses on showcasing Abu Dhabi through illustrated details and engaging designs, honoring the city’s iconic landmarks and urban details by presenting it in ways that feel accessible, authentic, and memorable. This identity is also an invitation, using the slogan "see you in the capital" to connect with visitors while inviting patrons to explore the stories within Abu Dhabi.
I chose hand-drawn illustrations as a core element to capture the essence of the city. Rather than focusing solely on iconic landmarks, these illustrations celebrate Abu Dhabi’s often-overlooked details—textures of city sidewalks, patterns on walls, and subtle architectural elements. I applied a grainy texture to these visuals, echoing the rugged, lived-in quality of the city’s landscape. This textural style provides contrast to the otherwise polished design and offers a tactile feel that immerses customers, giving them a sense of holding a piece of Abu Dhabi in their hands.
For the brand logo, I opted for a typographic blend that combines English letters with Arabic tashkeel (diacritical marks). This fusion symbolizes the multicultural nature of Abu Dhabi, where different languages, dialects, and cultures coexist. The tashkeel not only adds an Arabic touch but also hints at traditional calligraphic styles, creating a logo that feels both authentic and modern. This typography is bold yet refined, mirroring the rich, yet understated elegance of the capital.
The color palette was designed to capture the city’s duality—its traditional roots and vibrant, dynamic energy. I chose muted beige tones inspired by the city’s architecture and natural surroundings, balanced with pops of vibrant red, orange, and teal. This interplay between earthy and bold colors brings warmth to our branding, creating a welcoming, approachable feel. The beige tones dominate in interior applications, while the vibrant hues surprise customers on packaging and other take-home items, providing an experience that mirrors the hidden gems of Abu Dhabi.
In shaping Cupital Cafe's identity, I aimed to craft an experience that resonates deeply with Abu Dhabi’s spirit. With the help of our talented branding agency, this identity blends culture, story, and design to foster connection and community. By embracing the city’s essence, helped bring Cupital Cafe to life as a vibrant hub that celebrates Abu Dhabi in every detail.
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