Dubai · Compact · Concept Development & Brand Identity Art Direction · 2022
Services
Retro American diner concept bringing 1950s charm and bold flavors together in a lively, nostalgic setting. Rogier led the concept development and brand identity art direction — defining the strategic positioning, visual language, and brand system that gave SAUCE its distinctive personality in Dubai's competitive F&B landscape.
Nostalgia-driven concepts risk feeling gimmicky. The challenge was creating a format where the retro aesthetic serves the experience rather than becoming the entire proposition — while building a brand identity system strong enough to carry the concept across touchpoints without relying on pastiche.
Operational venue with strong brand recognition and consistent guest experience. The concept development and brand identity art direction created a cohesive visual and experiential language that made SAUCE immediately distinguishable in Dubai's crowded diner segment.
Nostalgia is a powerful positioning tool when treated as an emotional register rather than a literal recreation.
Book a no-obligation conversation about your hospitality concept, F&B strategy, or destination development.
Discuss your project