Karen Salam

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CAFÉ NAJJAR

Client:

Café Najjar

About:

This (hypothetical) rebrand of Najjar—a heritage Lebanese coffee brand—modernizes its visual identity while staying grounded in cultural authenticity. A sleek, contemporary typeface brings clarity and confidence, balanced by design elements that honor the brand’s roots.

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.

The color palette—espresso brown, toasted almond, and a touch of soft blues—captures the essence of Mediterranean coffee culture. These tones feel earthy and grounded, yet elevated, creating a sense of richness, warmth, and timeless appeal.

Challenge

The core challenge was how to modernize a legacy brand without losing its Lebanese identity or recognition. Café 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.

Solution

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.

Challenge

Solution

Services Provided

• Rebrand • Logo • Concepting • Brand Identity • Social Media • Stationary • Out of Home