I had the pleasure of working on a branding project for IOTA Café, a specialized coffee spot located in the UAE. The café had established itself as a high-quality destination since its inception in 2019, but it faced a unique challenge.
An HR agency based in Dubai reached out to me on Behance in 2019, seeking assistance to revamp IOTA's branding.
The Problem:
The cafe had a practically non-existent branding, which consisted from the logotype - name of the cafe - IOTA - in a decorative font. Their main concern was that the café's super minimalistic branding created an impression of exclusivity, deterring potential customers. The goal was to make IOTA more approachable while retaining its quality and reputation.
The Perception:
The client believed that making the branding look "cheaper" would address their issue. However, I proposed an alternative approach. I emphasized that the goal was not to appear cheap but to project a more friendly and affordable image while preserving the café's quality.
The Solutions:
Reimagining the Slogan:
One of the first steps was to reevaluate the café's slogan, which was initially "a drop of quality." The name "IOTA" itself held significance, as it means a small quantity. This concept was the foundation for the "a drop" part of the initial slogan, emphasizing the idea of savoring a little joy in every cup. The existing slogan "a drop of quality" contributed to the perception of exclusivity and created a distance between the cafe, and its customers. Instead, I suggested a more empathetic and inviting slogan: "a drop of joy." The client embraced this change, recognizing its potential to create a warmer brand image.
Color Choices:
In contrast to the previous brown and gold palette, we opted for vibrant orange, black, white, and occasional hints of grey. This new color scheme added energy and modernity to the brand, effectively distancing it from the previous perception of luxury while maintaining a high-quality appeal.
Typeface Selection:
To enhance approachability, I decided to switch the typeface from a decorative style to a slab serif font. The slab serif font exuded a friendly and more approachable vibe, aligning perfectly with our rebranding goals.
Design Direction:
We shifted the branding towards a more friendly and fun aesthetic, symbolizing the essence of joy in every coffee drop. The new logo featured a visual representation of a coffee drop with a human figure collecting it in a cup, evoking a sense of connection and approachability. This design element brought a playful touch to the branding.
Inclusivity and Tolerance:
To further enhance the brand's personality and convey inclusivity, we incorporated a row of diverse human figures, waiting for their "drop of joy." This element not only promoted tolerance but also injected humor into the branding, as it depicted the rows of people eagerly awaiting their coffee.
Results and Impact:
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75% Surge in social media posts
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30% Increase in monthly revenue
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40% Expansion in customer base
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The café owner expressed high satisfaction with the rebranding's impact
The rebranding of IOTA Café yielded exceptional results. The most noticeable changes were not just in terms of increased revenue but also in the quantity of social media posts and reviews sharing pictures of the newly-rebranded café. The owner expressed, "I opened IOTA because I wanted to bring the culture of quality coffee from Europe, where I lived for a few years. Apart from the coffee itself, what really attached me to the cafes there was the vibe - having all sorts of different individuals around you, it used to excite me to drink coffee together with joyous faces. Unfortunately, my family life is too busy now to often visit the place, but for me, it was seeing the avatars and reviews of so many different people, from students to businessmen, that made it clear - we were reaching wider audiences."
In conclusion, collaborating with the HR agency's graphic designers, we transformed IOTA Café's branding from a perceived luxury destination to a welcoming and joyful coffee spot. Retaining quality while infusing empathy, inclusivity, and humor, we not only addressed the client's challenge but also created a more vibrant and engaging brand identity.