Brown Sugar

Brown Sugar is a growing Palestinian beverage brand serving coffee, bubble tea, boba, sodas, mojitos and smoothies inside a warm, social cafe. It speaks to a broad room at once: Gen Z, families and children, without becoming childish or chasing a trend it will have to drop next year.

We built the visual identity around that balance. The work covers the bilingual logo system in English and Arabic, the colour palette, typography, a custom icon set, the splash element, the pattern system, and the rules for packaging, shopfronts and interiors. Three years of trading had already made the cup mark and the rounded uppercase wordmark recognisable in Ramallah, so the expansion extends that system rather than replacing it.

The Arabic mark was drawn to carry the same warmth as the English rather than sit beside it as a translation. It shares the two-line rhythm, the two-colour split, the rounded letterforms and the splash accents, so neither language reads as the afterthought.

We then turned the identity into a working social media system and campaign kit: product promotions, seasonal content, branch communication, community posts and short form motion. The result is one recognisable presence across the shopfront, the cup and the feed.