Warm Café Branding Suite

Espresso Amore Café Branding Design Brief & Project Scope 1. Brand Overview Espresso Amore means “the love of espresso” in Italian — and that spirit guides everything we do. Our café blends a cozy, relaxed vibe with a friendly, social atmosphere, creating a space where people feel comfortable staying a little longer. The environment is warm, welcoming, and easygoing, making it perfect for enjoying a good cup of coffee, chatting with friends, studying, or taking a break from shopping. We keep our menu simple, tasty, and affordable — great coffee served with care, without overcomplicating things. Located on the ground floor of Al Thumama Mall, Espresso Amore Café is easy to find and even easier to fall in love with. Photos of the café will be provided to help inspire the design direction and capture the true atmosphere of the space. 2. Brand Personality & Keywords Brand Personality Espresso Amore Café should feel: • Cozy • Relaxed • Friendly • Social • Casual • Warm & heartfelt Brand Keywords These words guide the design mood: • Warmth • Comfort • Togetherness • Community • Simplicity • Quality • Everyday enjoyment • Coffee culture Design Mood Notes • Soft, warm visuals • Clean, modern, and approachable • Social and inviting without being loud • Light, clear layouts with cozy aesthetics 3. Target Audience 1. Coffee Lovers Our main visitors enjoy high-quality coffee in a comfortable, relaxed setting. They appreciate cozy visuals, simple menus, and a welcoming atmosphere. 2. Sports Enthusiasts During match times, the café attracts sports fans who enjoy watching games in a friendly, lively environment. Designs should accommodate energetic yet cozy vibes suitable for sports-related promotions. 3. Friends & Social Groups Groups come to enjoy conversations and a casual hangout. Branding should reflect togetherness, warmth, and friendliness. Secondary Groups • Young adults & students (study/work spot) • Families & mall visitors (casual sit-down) Design Implications Branding should balance: • Coziness • Social energy • Clear readability • Friendly, warm tone • A modern casual café feel 4. Brand Colors, Logo Usage & Typography Preferences Brand Colors Provided in a PDF color palette, including: • Primary & secondary colors • HEX, RGB, and CMYK codes Designer may suggest supportive tones if they fit the mood. Logo Usage Guidelines We will provide the logo in PDF format. Logo Do’s: • Maintain proportions • Use on clean or lightly textured backgrounds • Respect safe spacing • Use dark/light background variations • Subtle shadows are allowed to enhance warmth and depth Logo Don’ts: • No color changes • No harsh outlines or strong effects • No rotation or distortion • Avoid busy backgrounds without contrast support • Designer may propose shadow-friendly versions or placement suggestions. Typography Preferences No fonts chosen yet — designer will recommend 2–3 font pairings. Preferred style: • Modern, friendly sans-serif for headings • Clean, simple sans-serif for body text • Optional gentle handwritten-type accent font if it suits the brand Typography must feel: • Warm • Approachable • Easy to read • Suitable for menus & social media 5. Required Deliverables The designer must create the following branding materials, all using the provided logo, colors, and brand personality. 5.1 Letterhead Design • A4 Portrait • A4 Landscape • Includes logo, colors, contact details • Clean and professional • Formats: AI/PSD + PDF + PNG/JPG 5.2 Business Card Design • Front + back • Modern, clean layout • Uses brand colors & logo • Formats: AI/PSD + PDF + PNG/JPG 5.3 Menu Design (Redesign) • A4 size • Use updated menu items and pricing • Improve readability and layout • Create a warm, cozy, clear design • Formats: AI/PSD + PDF + PNG/JPG 5.4 Social Media Post Templates Minimum 4–6 templates, including: • Announcements • Promotions • New drink/item launch • Social moments • Game day/event template • Optional: Story format • Must be editable. Formats: AI/PSD/Canva + PNG/JPG 5.5 Staff Uniform Design • T-shirt or polo (front + back) • Optional apron • Logo placement & color usage • Formats: AI/PSD + PNG/JPG mockups 5.6 Promo Items (1080 × 1920 px) Minimum 4 vertical promotional designs, such as: • Combo meal • “Open Now” poster • Seasonal offers • Drink of the day • Formats: AI/PSD/Canva + PNG/JPG 5.7 Final Delivery Package A complete folder including: • All editable files • All print-ready PDFs • PNG/JPG versions • Chosen fonts or links • Color palette codes • Logo versions • A short usage guide 6. Materials Provided by Us We will provide the designer with: 1. Logo (PDF format) Official Espresso Amore logo for all usage. 2. Color Palette (PDF) Official brand colors. 3. Menu Materials • Current menu design (for reference) • Updated menu items and pricing 4. Contact Information • Email • Phone number • Location • Website • Social media handles 5. Visuals • Photos of the café space and atmosphere • These materials will guide the designer’s visual direction. 7. Project Timeline The full project must be completed within:

Proje No: 40043440