Strategic Brand Positioning Rooted in Culture and Community

Sipside was built for a new generation of Saudi consumers who seek quality, design, and social connection. Through in-depth stakeholder sessions and market insight, we defined a clear brand strategy that positioned Sipside as an elevated, Western-inspired coffee brand - one that feels fresh, expressive, and rooted in the cultural shift toward lifestyle-led hospitality in the region.

Naming with Place and Purpose

The name ‘Sipside’ was designed to evoke both product and place - a relaxed, by-the-sea vibe that resonated with Jeddah’s coastal location. It balances warmth and aspiration, appealing to a demographic drawn to lifestyle cues, Western aesthetics, and a feel-good brand experience.

A Visual Identity Inspired by Nature and Culture

The visual identity captures the essence of Sipside’s brand story - most notably through its custom brand mark: a coffee bean rising from ocean waves at sunset. This simple but powerful icon became a central expression of the brand’s philosophy, appearing across packaging, signage, and merchandise. A modern, minimal logo system and a warm colour palette gave the brand a sense of character while keeping the look clean and premium.

Store Design Collaboration and Messaging

Alongside SHH Architects, I consulted on the interior concept, ensuring the brand narrative translated into the physical space through material, mood, and messaging. From tone of voice to brand language - including in-store phrases like “sip, smile, repeat” - the identity was extended across merchandise, menus, and touchpoints in a way that felt cohesive and culturally relevant. (view project here)

A New Benchmark for Coffee Culture in KSA

Sipside has launched as one of the most exciting new coffee brands in Saudi Arabia - combining storytelling, strategic clarity, and lifestyle design. With a flagship store now open in Jeddah and a growing following, it sets a new benchmark for what modern coffee culture can look like in the region.