Tasked with rebranding the identity of Kalei coffee shops with a new visual identity that reflects a « brandless» feel moving away from the logo as being the main visualization .The direction that was explored celebrates the uniqueness of Kalei as a space. The beauty is simply where it exists . The unique texture of the neighborhoods and the houses it occupies to the careful preservation of the old heritage valuing the details and identity.This direction focuses on extruding details from the space and this valuable detail of where you are becomes our visual narrative and creates a different experience between the two shop’s locations; Kalei Mar Mikhael and Kalei Ras Beirut. We explored the unique staircase that is found in both places and then moved on other details such as the gates, and patterns in murals. These details were then broken down into different angles and close ups and applied on different collaterals.

Creative Direction  Joan Baz | Junior Designer Sirine Labban

Date                   2018
Client                Kalei
Service             Branding