The work began with defining the brand strategy and positioning, reimagining the traditional Arabian coffee place for contemporary audiences while preserving the cultural depth of hospitality and ritual. This strategic thinking informed the naming of Hello & More, a concept rooted in the welcoming essence of Arabian culture and enriched by a linguistic duality that references both generosity and the bittersweet nature of Arabic coffee (حلو ومر).

From there, I developed the brand expression across verbal and visual systems, ensuring a balance between authenticity and modernity. Every element, from tone of voice and storytelling to graphic language and material choices was carefully curated to feel warm, elegant, and culturally grounded without nostalgia.

My role extended into crafting the brand experience itself. The café was designed as a social, sensory environment where product, service, and space work together to create a cohesive customer journey. Inspired by the authentic Arabic coffee experience, elements such as aromas, flavors, presentation rituals, and atmosphere were orchestrated to engage all five senses, offering an alternative to mainstream Western coffee shop models.