Simple color palettes serve as a wonderful backdrop for a quippy, whimsical brand for this coffee shop and online store in Dubai. Designed by the team at Tinge Studio, Roaster&Brew makes coffee fun again. Mixing doodles and simple typeset copy, the brand creates a fun identity that’s tongue-in-cheek while being direct.
The identity’s core logo is a beautiful flowing typeface in an Art Nouveau, Beau Arts style. It evokes a feeling of flowing coffee and espresso with its drippy-like serifs. This is combined with an asterisk brand mark that would otherwise be forgettable if it weren’t for one, simple yet highly effective element: the bottom arm of the asterisk is pulled slightly down to create a drip. This simple shift makes the brand mark quite clever and memorable without having to do too much.
I could do without the puns with the copy, these are overplayed, but maybe still get traction in the UAE. There is a big opportunity to create an ownable tone of voice for this brand that doesn’t rely on puns. However, outside of this criticism, the brand is notably lovely.
