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visual identity


CHA is a cafe based in Riyadh, Saudi Arabia,

the brief

To create an identity system that is grounded in cosy, warm experiences.

the solution

The dark nature-based shades evoke a calm, deep and meditative energy.

To avoid the brand from looking too ‘earthy’, the minimal lines and dome structures shift the brand to a sophisticated and elegant space, and a neutral pink modernises the palette.


Instead of the common route of using a palm tree for desert regions, we decided to go a step further and explored the native plants in KSA.

The prickly pear belonging to the cactus family and is an iconic and unique shape that is used in the brand icon.

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