Dubai · Compact · Concept Development, Naming & Branding · 2023
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A neighborhood cafe and eatery dedicated to high-quality, freshly made food from morning to night, with wood-fired flatbreads and artisan pastries. Rogier led concept development for MADE Cafe and Eatery from the ground up — including naming the brand and shaping its visual identity — to create a warm, approachable all-day dining destination in Dubai.
Neighborhood cafes in Dubai compete on convenience, not concept. The challenge was starting from a blank page — finding a name and brand identity that felt warm and personal, then building a format with enough character to earn loyalty without overcomplicating the proposition.
Operational cafe with a clear, repeatable concept, a name and brand identity built from scratch, that supports neighbourhood-level loyalty and all-day dining occasions.
Simple concepts need the strongest foundations. When the idea is straightforward, every detail of execution matters more.
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