Refueling reinvented

Cafu is the region’s first fuel delivery service. Subscribers can choose between either a once off, pay-as-you-go service or a monthly subscription option. By pinpointing the location of a vehicle, and leaving the fuel cap of their car open, subscribers can now have fuel delivered to their car while at home or at work.

Working with the team at Mena Energy, we began working through the various challenges that an entirely new type of fuel product would face, how best to address those challenges and how to educate the public on the new app. Following a detailed brand audit and strategy phase, we developed a brand name for the brand – something both descriptive and intriguing, while fitting comfortably within the identified benchmark space.

We developed a series of engaging brand messages, designed to live across a wide number of different spaces – online, in app, across social and in advertising. The brand identity was then taken across all key applications, including app design and informational and educational onboarding videos. Iconography was developed to support a simple, no-fuss product, while Arabic considerations, including logo creation and typography choices were developed for the brand and detailed in a thorough brand guidelines document.


Brand Strategy | Naming| Brand Identity | Logo Design| Tone of Voice & Messaging | Brand Guidelines | Website Design | App Design & Development

Learn more or download the app here.


The art of Arabic

Tean is Saadiyat Island Resort’s upscale, Arabic dining option. Along with four other venues, it forms a suite of restaurant brands we created for Jumeirah’s five-star hotel.

Brand naming , Logo design and brand identity creation

Each of the five restaurants offers guests different dining experiences: Mare Mare specializes in seafood, Majlis serves tea, coffee and cakes, Tean offers a modern take on cuisine from around the Middle East. We wanted to ensure that each of the brands reflected that unique experience, while fitteing into, and complimented, the greater vision and proposition of the resort.

Certain stylistic choices were carried through into all of the venues – metallic finishes (golds and coppers), patterning and an uncluttered, modern, sense of design found its way into each and every one of the venue’s brand identities. There though, the similarities ended and each brand became its own experience.

Saadiyat Island is renowned for embracing art and culture. From The Louvre, to the Manarat Al Saadiyat, Salwa Zeidan and The Art Gallery at NYU, the island is rich in color and expression. We wanted the Tean brand to both embrace the richness of the food on offer, while reflecting the ethos of the Island’s greater vision.

The brand identity is dynamic. The logo is versatile; it shifts and changes throughout the many applications it appears on – from printed material – (such as coasters and menus) to signage and uniform design.

Working with the team at Jumeirah, we finalized a full suite of restaurant brand applications for Tean, finally compiling the project in a neatly documented brand guidelines document.

Brand Strategy | Naming | Brand Identity | Logo design | Menu Design

You can learn more about the resort here: