Sally Café
- İngilizce adı
- سالي
- Sektör
- Hospitality & bakery
- Konum
- Yıl
- 2026
A full visual identity for a café and bakery serving coffee and fresh pastry — a system that holds up across dozens of daily touchpoints, from the paper cup to the shopfront sign, without losing the warmth the experience is built on.
Proje Genel Bakışı
Sally is a small café and bakery with a personal character: carefully made coffee, fresh bakery flavours, quiet moments. What was needed was not a logo but a complete visual system carrying that warmth into everything the customer touches — one that stays coherent as the menu grows or new branches open.
Zorluk
Speciality cafés look remarkably alike: beige and grey, a geometric typeface, a photo of coffee. The challenge was a character recognisable from a glimpse of a cup in a passer-by's hand, without sliding into the same visual language every competitor on the street already uses.
Stratejik Düşünce
A café sells a moment, not a product. Most identities in this sector are designed for the Instagram shot and collapse at the first operational application — a bakery bag, a sticker on a box, a staff cap. We decided to test the system from its end: if it works on a cheap paper bag and a sign read from a moving car, it will work on everything in between.
A wordmark drawn from scratch in both scripts — Arabic and Latin at the same rhythm and weight — so the Arabic is never a later translation of the Latin.
A warm burgundy palette instead of the neutral beige the sector defaults to, held to three colours only so the brand stays recognisable at distance.
Testing the system on the hard applications first — cup, bag, cap, signage — before any marketing material.
Marka Konumlandırması
We positioned Sally as a "warm little escape" rather than a speciality café showing off its brewing technique. The visual language leans towards familiarity and generosity instead of cold craft, and that is what the colour, the lettering and the photography say together before a single word is read.
Kimlik Sistemi Mantığı
The wordmark works in three lockups: the full one (Arabic + Latin) for storefronts and large formats, a compact one for tight applications such as stickers and small cups, and a small seal for details. The five brand values — quality, excellence, authenticity, passion, generosity — are not slogans on a wall but the criteria every letterform decision was made against.
Görsel Dil
Burgundy is the brand's voice: it fills the storefront and the hot cups and gives the brand weight that reads from a distance. Sky blue opens the space and gives the photography room to breathe, and beige carries the paper goods and the bakery. Three colours only, because every additional one would have weakened recognition on the street.
The wordmark is hand-drawn in both the Arabic and the Latin — the same weight, the same curve at the terminals — so neither reads as a guest in the other's system. And because the operational materials print very small, the terminals were tested at the smallest size before being signed off.
Renk sistemi
- Mulberry Burgundy #4A0619
- Sky Blue #D6E7F2
- Bakery Beige #F3E8DC
Seçilmiş Görseller
Tasarım Sistemi
The system was delivered ready for daily operation: hot and cold cups, a cup carrier, takeaway bags, bakery bags with a "baked today" label, cake boxes, coffee capsule boxes, staff uniform, and the storefront sign with its window applications.
- Bilingual wordmark in three lockups
- Colour system and usage rules
- Coffee & bakery packaging
- Cups, carriers and takeaway materials
- Staff uniform
- Storefront signage and window applications
- Brand book for internal operation
Sonuç ve Etki
The brand became recognisable from the cup alone: the burgundy and the drawn letterform are enough to identify it before the name is read — the exact standard the whole system was built to meet.
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