Karcafu Branding Identity

BRANDING GUIDELINES

ABOUT THE PROJECT The project is about a brand development and interior design of an upcoming cafe going tobe located in Abu Dhabi, United Arab Emirates. This will portray how the brand will be presented to the public. The cafe mainly targeted for arab customers and is located in arab packed area in Abu Dhabi. The design speaks about t h e c u l t u re a n d h i st o ry o f t h e g r e a t co u n t r y. Th e d e s i g n i s a p o r t r a i t o f t r a d i t i o n s a n d c ultur al values the country holds. Even though there is a lot of coffee houses in Abu Dhabi the distinct design and pattern of the brand will make the brand stand out from the crowd.



ABOUT KARKAFU Karcafu is the name of the brand. The name is derived from the two words ‘karak’ and ‘café’. Karak is a type of tea which is loved by the local customers and has a traditional value to the arab culture. It has been introduced in Germany several years ago, along with many other delicious green teas also like Pärjarān (Green Cupid) and Tundelkopf (White House Tea). This coffee was invented as a substitute for sweet milk into cups made of espresso!. Karcafu will be in baniyas, Abu Dhabi, United Arab Emirates. The cafe is going to serve arabic food and beverages. The design of the brand represents the arabic traditions. We wanted the design to be both modern and traditional.



PRIMARY LOGO We went with a typography logo. The design is geometric and simple. The style og the logo is modern and traditional. The arabic typography is constructed with a simple and repetitive pattern. The typography will be the brand mark of the café. We decided to go with simple and attractive color to make it stand out. The logo is also be suitable for the variety of the package which the café will make. The design is a contrast between a traditional arabic and a modern english font.

A. B. C.

SECONDARY LOGO These are the logos which can be used for the brand. These designs can be used as per the medium. These logos are meant to boast the reach of the brand with different media. This will help the brand to keep itself updated among the customers. This will enhance the ability to meet new audience. These designs are to be used for different medias as per the requirements. The logo shouldnt be squeezed or stretched or given any effects like shadows and should be used with the color schemes given in the guidelines



COLOR USAGE The primary logo is kept on with background with the logo’s colors being orange and dark blue. when the logo is on a darker background the color logo where there is dark blue is to be changed into white. We have shown a sample colors on how the logo will be used on. The color shouldnt be changed unless its the branding color

CLEAR SPACE This is the clear space at least left from the other graphics or logos unless it's a background texture. The space is determined by the size of first two letters of the logo. The size of the space will increase and decrease with the size of the logo. The space is left unless it's with the paint stroke pattern of the pattern. The clear space will give a breath to the logo and will be seen more elegant.

TYPOGRAPHY The fonts which are to be used in different mediums like menu, company profile etc.. There is two main fonts used with the brand with different styling. HEADER FONTS font - Metropolis ABCDEFGHIJKLMNOPQRSTUVWXYZ style - bold abcdefghijklmnopqrstuvwxyz Letter spacing - 100pt 123456789 SUB/PARAGRAPH FONTS Font - Metropolis ABCDEFGHIJKLMNOPQRSTUVWXYZ Style - thin abcdefghijklmnopqrstuvwxyz Letter spacing - 100pt 123456789



DESIGN BREAKDOWN The main typography is constructed with a series of circles to keep it within the golden ratio. The logo is geometric and smooth with the help of these simple shapes.

DESIGN BREAKDOWN Unlike the Arabic letters the English typography is thin and constructed with lines other than circles. This will help to keep a contrast between modern and traditional style.



COLOR PALETTE These are the color with are used to represent the brand. These colors compliments the brand. The colors are inspired from the traditional arabic patterns of sewing. The primary colors are the color used for the logo and secondary colors to compliment the brand and logo. These are the colors used in the pattern of the brand. Primary Colors C 14% C 81% M 69% M 61% Y 55% K 57% Y 99% #242E38 K 2% RAL 5011 #D47829 RAL 2000 Secondary Colors C 15% C 76% C 26% M 79% M 30% M 93% Y 91% Y 50% Y 98% K 4% K 7% K 23% #CA5733 #428781 #9A2E22 RAL 2010 RAL 6033 RAL 3013





PATTERN DESIGN Since we are targeting arabic customers we went with a design which will uphold the arabic traditions This pattern is inspired from traditional arabic culture. This pattern represents the values and qualities of the arab world. The colors in the pattern is inspired from the old arabic carpets and sewing. The pattern represents the contrast in the modern and traditional arabic world. The pattern also represents the food culture of arabs.

BUSINESS CARD Since we are café and each staff wont have business cards. This is the general design for the café business card. The number is enhanced and kept in the middle because that's the main content customers will look for. +971 XXX XXXXXX [email protected] Baniyas, near Lulu Hypermarket, Abu Dhabi, U.A.E P.O.BOX XXXXX





LETTERHEAD The letterhead is a simple design which represents the brand. The letterhead will be suitable for staff agreements and different contracts for letters of appreciations. +971 XXX XXXXXX [email protected] Baniyas, near Lulu Hypermarket, Abu Dhabi, U.A.E P.O.BOX XXXXX

ENVELOPE The envelope design is also kept simple. The design is to be printed in four colors. The inside of the envelope will be orange or any of the available color which is similar to the brand colors. +971 XXX XXXXXX [email protected] Baniyas, near Lulu Hypermarket, Abu Dhabi, U.A.E P.O.BOX XXXXX





RECEIPT The receipt of the café is to be designed inside the software installed in the café. There should be a header and a footer. The header will have the logo along with the pattern strokes and the footer will have the contact details with a farewell message. 4 colors print thermal print RECEIPT Items Unit Price Total 15 30 Coffee x2 15 30 Coffee x2 15 30 Coffee x2 15 30 Coffee x2 15 30 Coffee x2 5% VAT 150 7.5 AED 157.5 Thank you for visiting Karcafu +971 XXX XXXXXX [email protected] Baniyas, near Lulu Hypermarket, Abu Dhabi, U.A.E P.O.BOX XXXXX

PACKAGING Packing is main way to deliver our brand to the public. The packaging will all be printed in 4 color and digital print is preferred.





PACKAGING The boxes and glasses will be printed with digital printing with 4 colors. The design will communicate with customers about the brand and further.

STAFF UNIFORM The uniform will be green color with an apron with the pattern printed on it. The apron can be printed with flex printing or sublimation. The pants will be dark blue. The white and orange logo will be printed on the shirt. Embroidary is recommended for the logo.



PATTERN FOR WRAPING PAPERS The wrapping paper for the shawarma and other rolls. The wrapping paper is recommended to be printed in 4 colors. These are the other colors if it's printed in two or three colors 3 Color 2 Color 4 Color





MENU TEMPLATE The menu is recommended to be printed on a textured paper and 4 colors. The template can be changed so to the item served in the café.

ADVERT SAMPLES FOR DIGITAL MARKETING These are the poster design samples which will be suitable to showcase the different food items. the size will be 900px to 900px.





ADVERT DESIGN TEMPLATE These are poster design samples suitable for posters or flyers. The poster template can be used for different medias including stories for Instagram and Facebook. The below overlay can be used on suitable image or text.

CONCLUSION This project is designed and developed by Designbox studios. The project has gone through many itera- tions and changes to reach this distinct design. The design spoke what the client and designer wanted to. The co-working of the designer with the client developed a design both are happy with.

Mohammed Fazil +918943451515 www.designboxstudios.com [email protected]