The Brief

A casual-chic café-restaurant, aimed to seduce the neighborhood “habitués” to come in for a morning newspaper read, a meeting with friends over brunch, a productive business lunch or a cozy dinner with a fine glass of wine.

This concept was new of its kind in Beirut and opening in a residential area with no cafes or restaurants around. The marketing budget was small to none and our strategy had to accommodate a three-in-one destination with an extensive list of signature teas and coffee, great food and an international menu list.

The Solution

It all started out with the name. Cafe Diem is all about living life fully and knowing that no two moments should taste the same. So whatever the time is now, you can go to Cafe Diem and enjoy the right meal for the right time of the day. The color palette was carefully chosen to make the visual echo this same philosophy: white for day, gold for the richness of life and black for the absence of time. The logo follows through with a greeting sun to represent happiness and energy. With its modern bistro interior and its minimalistic and discrete branding, Café Diem speaks life and joy to its customers.

The Result

Cafe Diem instantly felt like a longtime neighborhood cafe. It cultivated a diversified fan base, as diversified as the multitude of experiences it offers. From hasty businessmen to couples out on a romantic date, Cafe Diem positioned itself as an eclectic destination.