The Year of Saudi Coffee

Saudi coffee is not the same as Arabic coffee - this was the message the Year of Saudi Coffee had 12 months to engrain in its people and the world.

As a year-long initiative, it needed more than a brand; it required a visual narrative that would remain exciting and surprising in its 365 days of existence. The design solution relied very little on a traditional logo and very heavily on a visual language that could tell a story of the Saudi production of coffee beans and the country's specific coffee recipes in media as small as an Instagram post or as big as a 100-meter long OOH billboard.