Café, restaurant & foodUpdated

A café brand lives on a cup,
a shop sign and an app tile.

For café branding in Saudi Arabia, the UAE and the US, I design brand identities, packaging and rebrands for café, restaurant, roaster and food founders, working remotely. In World Coffee Portal’s late-2024 count, Saudi Arabia had 46% of the branded coffee shops in the Middle East and North Africa, so a new café has to stand out on a cup, a shop sign, a menu and a small tile in a delivery app, in Arabic and English. After a free 30-minute call you get a fixed written proposal.

Saudi branded cafés
46% MENA (2024)
Scripts
Arabic + English
Brand identity
4–10 weeks
Packaging design
2–4 weeks

Menus, signs, names and packs: what food brands must plan for

Coffee is a crowded category in all three markets. World Coffee Portal counted 11,163 branded coffee shops in the Middle East and North Africa in late 2024, 46% of them in Saudi Arabia, and more than 45,200 in the US, across 588 brands, in 2025. Dubai Municipality’s figures for the first half of 2026 put the emirate’s food establishments at 29,303, with 1,898 new ones in six months. In the US, 66% of adults had coffee in the past day and 48% had a specialty coffee, the National Coffee Association’s June 2026 survey found.

More and more of the choosing happens on a phone. Saudi Arabia’s delivery sector, from food platforms to e-commerce, handled more than 132 million orders in the second quarter of 2026, up 30.5% on the same quarter a year earlier, and 16% of them came from the Eastern Province, home to Al Khobar, the Transport General Authority reported. So your logo has to read as a small square in an app as well as on a shopfront, and the menu has to carry new required information without losing its look.

I work remotely, with calls in your time zone, for founders opening or growing a café, restaurant or food brand. For the Arabic and English sides of a name, read how to design a bilingual Arabic–English brand. For Eastern Province cafés, see brand design for Al Khobar; for Qassim date producers, Buraidah; for brewery branding in the US, Milwaukee.

  • Saudi menus now show caffeine and saltSince July 1, 2025, the SFDA requires cafés and restaurants to show caffeine per 100 ml or per cup on paper and digital menus, with a note that the adult daily maximum is 400 mg, a “Salt” icon on items over 5 g of salt, also on delivery platforms, and icons for the activity needed to burn the calories. Plan for it all.
  • “Saudi coffee”, not “Arabic coffee”In January 2022, during the Year of Saudi Coffee, the Ministry of Commerce directed restaurants, cafés and roasters to use the name “Saudi coffee” instead of “Arabic coffee”, and asked businesses not to use “Saudi coffee” as a trade name or trademark. Check the menu, the cup copy and your product names before print.
  • Shop signs: raised letters, one nameSaudi sign requirements limit a shopfront sign to the trade name, commercial registration number and logo, in raised letters with hidden lighting; other designs need the Amana’s approval. Dubai allows one trade name per shopfront, horizontal, with Arabic above English, and asks shops to avoid bright white backgrounds.
  • Café names: no “Saudi” or city as the main wordSince April 3, 2025, a Saudi trade name can be in English, but it needs an Arabic transliteration, and the word “Saudi” or a city or region name cannot be its main element. So pick a café name that is distinctive on its own, in both scripts.
  • Date packs are read before they are tastedSaudi Arabia produced about 1,923 thousand tons of dates in 2024 and led date exports by value in 2025. Qassim dates moved from bulk containers to cartons that show grade, weight and variety, so design the carton around those three, Arabic first: SFDA rules require Arabic, with any other language identical.
  • Food truck branding and US menu boardsA food truck is read from across a parking lot, so the name and mark must hold up large on the wrap and small on a box sticker. FDA calorie rules skip trucks without a fixed site, but a US chain of 20 or more fixed locations with one name and menu must show calories on menus and menu boards, so leave room to grow.

How it works, step by step

  1. 01Discovery

    A free 30-minute call in your time zone about your menu, your customers and where they meet you: street, mall, app or shelf. Then a fixed written proposal.

    • Free call
    • Your time zone
    • Written proposal
  2. 02Strategy

    Positioning, the Arabic and English versions of your name and a voice for the menu and the app. A new name is a separate naming service.

    • Positioning
    • Arabic and English
    • Voice
  3. 03Identity

    Logo, type, color and imagery, tried on the touchpoints your customers see first, with weekly check-ins and two revision rounds per phase.

    • Your touchpoints
    • Weekly check-ins
    • Two revision rounds
  4. 04Handover

    Brand guidelines (PDF), a Figma library and source files you own, ready for your printers, your sign maker and your lawyer’s trademark filing.

    • Guidelines
    • Figma library
    • Full ownership

Questions founders ask

Can you design a restaurant or café visual identity in Arabic and English (تصميم هوية بصرية لمطعم أو لمقهى)?

Yes, remotely. For the UAE and Saudi Arabia I design Arabic and English versions of the name, logo and type so they work as one brand, including right-to-left layouts. For a café or restaurant that means a logo, type, color and imagery where the Arabic and the English carry the same weight, so neither reads as a translation of the other. A brand identity takes 4–10 weeks.

What does a coffee shop brand identity include?

Strategy, a logo system, color, type, imagery and voice, with brand guidelines (PDF) and a Figma library with source files at handover. For a coffee shop I test it on the cup, the shopfront and the menu board; for a coffee roaster, on a coffee bag. A full bag range, where only the origin, roast and notes change per coffee, is the separate packaging design service (2–4 weeks). The closest example in my work is Tong, a coffee shop identity with a handwritten red logo, cups, packaging and a shopfront. I show it for its sector, not as a Saudi or UAE client.

Can you design packaging for a dates brand?

Yes. Packaging design takes 2–4 weeks. A Saudi date pack starts from the Arabic label, since SFDA.FD/GSO 9 requires labels in Arabic with any other language identical to it, and in Qassim, buyers say cartons now show grade, weight and variety at a glance. The Saudi Dates Mark is a quality mark the National Center for Palms and Dates grants after food safety checks, valid for one year, so it is earned, not designed. I have no date brand in my portfolio; the closest packaging work is ChocoBloom chocolate and Bright Fizz soda cans.

Do you do restaurant branding in the UAE?

Yes, remotely, with proposals in USD or AED. Dubai welcomed 19.59 million international overnight visitors in 2025, and the tastes of nearly 200 nationalities shape its food and beverage sector, so menus and signs must work for many readers. UAE food labels must be in Arabic or in Arabic and English, and since January 1, 2026 single-use plastic cups, lids, cutlery and Styrofoam food boxes are banned, so cup and box designs start from allowed materials. Your lawyer files the trademark with the Ministry of Economy and Tourism; I hand over clean files.

Do you do restaurant rebranding for places that are already open?

Yes. A rebrand takes 6–12 weeks: new positioning, a new logo system, color, type and guidelines that every branch can follow. If regulars love the name and the cup but the menu and signs look tired, a brand refresh in 3–6 weeks keeps what they recognize. In Saudi Arabia, I try the new identity on a sample menu with room for the SFDA caffeine figures and the salt and activity icons.

Do you do café branding in Al Khobar?

Yes, remotely, with calls in your working hours. The Eastern Province, which includes Al Khobar, placed 16% of Saudi Arabia’s delivery orders in the second quarter of 2026, so a Khobar café’s mark has to read as a small tile in a delivery app as well as in the raised letters that Saudi sign requirements ask for on the shopfront.

How much does café or restaurant branding cost?

It depends on the scope: a logo, a full identity or a rebrand; one branch or several; one script or two; and whether cups, bags, boxes or date cartons are designed now or later. After a free 30-minute call you get a fixed written proposal with one price, the timeline and the deliverables, and the price never changes mid-project.

Related reading

Not sure what your brand needs?
Book a free 30-minute call.

I’ll review where your brand is today and recommend the right scope.

Book a free call

Step 1 of 2