Branding & Graphic Design — Case Study
WHITE COFFEE
A café and ice cream brand from Saudi Arabia — smart, sophisticated, seamless.
THE CAFE FOR MODERN LIFE
White Coffee is a café and ice cream brand in Saudi Arabia — smart, sophisticated and seamless. Not about luxury status or family fun: it's the café for modern life in KSA, built around a single comma mark in black and yellow.
Crew4 designed the identity around the comma — the mark that finishes a sentence and starts a conversation — with the Arabic وايت wordmark, a black and yellow palette and a set of playful face icons. The system carries the brand from the storefront and neon signage to cups, packaging, uniforms and social.
Cover
The White Coffee Cover
Coffee beans, a cup and the وايت mark.
Brand Story
The Cafe for Modern Life
Smart, sophisticated and seamless — the brand proposition.
Brandmarks
Primary & Secondary
The وايت wordmark and the comma mark.
Logo
Clear Space
The exclusion zone that keeps the mark breathing.
Logo
The Comma Icon
The mark on its own — for avatars and in-cafe use.
Application
The Mark in Use
Bottles, aprons and the shop front.
Logo
Dos & Don'ts
How the mark should — and shouldn't — be used.
Colour & Type
Black, Yellow & White
The palette and the type scale.
Icons
Our Icons
A set of faces for the brand's playful side.
Identity in Action
Stationery
Letterheads and envelopes.
Identity in Action
Interior & Exterior
The storefront and signage.
Identity in Action
Neon Signage
The neon sign, glowing.
Identity in Action
Cups
Takeaway cups on the counter.
Identity in Action
Cups & Packaging
Cups, bags and the mug.
Identity in Action
Theme & Packaging
Totes, jars and cups.
Identity in Action
Packaging
Cup carriers, top and bottom.
Identity in Action
Packaging
The coffee bag and beans.
Identity in Action
Theme & Packaging
Mugs and takeaway cups.
Identity in Action
Mugs & Facing
Mugs and the facing theme.
Identity in Action
Uniform & Style
Aprons and uniforms.
Identity in Action
Materials
Cups, mugs and materials.
Identity in Action
Caps & Tissue
Caps, tissue and the coffee bag.
Identity in Action
Bag & Mug Style
The paper bag and the mug.
Identity in Action
Cold Coffee
Cold coffee, poured.
Identity in Action
Tissue & Cake Box
Tissue and the cake box.
Identity in Action
Cold Coffee
Yellow cups, cold coffee.
Identity in Action
Ice Cream
Soft-serve, topped.
Identity in Action
T-Shirt Style
Tees and polos.
Identity in Action
Other Packaging
Sticks and bags.
Identity in Action
Social Media Icons
The mark for social.
Identity in Action
Ice Cream
The ice cream and coffee sign-off.
START YOUR BRAND PROJECT
From a logo to a full brand system — we've got you covered.