Services Provided
The core challenge was how to modernize a legacy brand without losing its Lebanese identity or recognition. Cafe Najjar is already a well-known name, so a full rebrand wasn't the goal — but the existing identity lacked cohesion and felt dated. The risk was making it look too sterile or disconnected from its cultural roots.
I preserved their recognizable elements — refining their original typeface and keeping their familiar blues and browns, but narrowing it to a focused palette of four ownable brand colors. I introduced a distinctive mark using the two central J's, allowing the brand to be recognized even in abbreviated contexts. To push the identity forward, I expanded into collateral they don't currently emphasize, like branded cups, bags, and social content — bringing tradition into a contemporary, relevant space.
While rich in history, the original visual system relied on fragmented color palettes and inconsistent layouts across its product lines, presenting an opportunity for a cohesive, modern refresh.
The modernized visual identity is anchored by a bold, custom serif typeface that balances elegance with impact. At the center of the wordmark, the double 'J's are mirrored to form the silhouette of a steaming coffee cup — a typographic intervention that gives the brand a distinct and memorable focal point.
The visual identity features a repeating pattern derived from the Arabic letter "ن" (N), abstracted into flowing, smoke-like forms. It evokes the scent and warmth of freshly brewed coffee, while subtly reinforcing the brand's name and cultural origin.
Inspired by Mediterranean coffee culture, the palette features espresso brown, toasted almond, and a touch of soft blue. These earthy, grounded tones elevate the brand, creating a sense of richness, warmth, and timeless appeal.
The social media application pairs the refined visual identity with nostalgic imagery, emphasizing the emotional connection and comfort of home that Cafe Najjar provides.
Whether on a store shelf, a paper bag, or environmental signage, the consistent use of earthy tones and custom brand patterns ensures Cafe Najjar feels premium, grounded, and cohesive at every consumer touchpoint.
