View Case StudyCafé Concept Development
Concept study — not client work
Brand & Customer Experience
Brand & Concept Positioning
Positioning and identity for a food and beverage concept — what it stands for, who it is for, and how that shows up on the menu, the signage, the packaging and the feed.
The business problem
In a crowded catchment the concept that can be described in one sentence is the one that gets recommended. Identity work that skips positioning produces something attractive that nobody can explain.
What we analyze
- Positioning and relevant competitors
- Arabic and English brand expression
- Menu, packaging, signage and touchpoints
- Guest journey and consistency
01What We Do
We work on positioning first: the proposition, the audience, the occasion and the reason this concept is chosen over the alternatives in the same catchment. The identity follows from that — name treatment, marque, Arabic and Latin typography, colour, image direction and voice.
Application is part of the work rather than an afterthought: menu, signage, packaging, uniform, delivery presentation and social templates, because those are the surfaces where the identity is actually experienced.
02Our Approach
An identity in F&B is judged in a hot kitchen, on a printed menu at low light, and in a delivery bag. We test it in those conditions before it is signed off, not after.
Services
What You Get
- 01Brand positioning statement
- 02Audience and occasion definition
- 03Visual identity system
- 04Bilingual typography system
- 05Tone of voice guide
- 06Core applications
- 07Brand guidelines
- 08Positioning settled before design begins
- 09Arabic and Latin type designed as one system
- 10Tested on menu, packaging and signage
- 11Guidelines short enough to actually be used
Our Approach
Our Approach
- 01
Position
Proposition, audience and occasion decided.
- 02
Design
Marque, type, colour and image direction.
- 03
Apply
Menu, signage, packaging and digital surfaces.
- 04
Document
Guidelines and production-ready files.
Work
Selected Work
View Case Study2025
Frequently Asked Questions
Can you rebrand without changing the name?
Frequently, and it is usually the better choice when the name already has local recognition.
Do you design the menu itself?
The identity covers the menu as an application. Menu structure and pricing are a separate service, and they should be settled first.
Services
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Marketing & Content - ResourceMarketing Campaign PlannerAn editable restaurant workbook for marketing campaign tracker, with structured inputs, working calculations and an action-ready summary.NORIVA / KNOWLEDGETemplates
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Marketing & Content - ToolMarketing Return CalculatorReturn on ad spend recalculated on contribution, plus the break-even return your margin actually requires.
- ToolAverage Check CalculatorAverage check and item attachment from sales, transactions and items sold for the same period.
ArticleDesigning Arabic and English togetherBilingual design fails at the point where one language is treated as the translation of the other.
More NORIVA services
All Services →- Brand Strategy & IdentityWe define the strategy, positioning and identity that make an F&B brand distinctive, coherent and ready to grow.
- Customer ExperienceThe experience across the branch, the app and everything between them.
- Menu Design & PackagingThe menu and packaging as the two pieces of design a customer always sees.
- Spatial & ExperienceWhere the brand meets the room: signage, menus, packaging, wayfinding and the details guests touch.
- Social Media ManagementAlways-on channel management that keeps your restaurant in the feed and in the conversation.
- Content StrategyA content plan built around what the restaurant needs to sell, not around what is trending.
Brand & Concept Positioning
Brand & Concept Positioning request
Tell us about the business and what you need, and we will come back to you.
Start a Project
Positioning, identity and the way the concept presents itself.