NABD Brand Strategy and Visual System Development

The Client – NABD (نبض), meaning “pulse” or “heartbeat” in Arabic, is a coffee brand that celebrates mindful living and balance. Built around the idea of “Wellness in Every Sip,” NABD offers more than just coffee. It embodies a lifestyle where every cup becomes a moment of calm, energy, and connection. With its name symbolizing rhythm and vitality, NABD reflects a heartbeat that inspires people to slow down, recharge, and enjoy coffee as part of their wellness journey.

Project goals – Develop a brand strategy and visual system to effectively tell their story to end customers.

Main Task – This brand is not only about coffee; they also want to talk to their customers about overall well-being and mindfulness. They originally planned to add quotes to their packaging and branding to achieve this. After brainstorming with them, we came up with the idea of introducing illustrative characters as brand assets that can effectively communicate their quotes across all brand touchpoints.

Every brand has a story. They sell that story, not the product or service, because a product’s features and services are easy for competitors to copy. The story associated with a brand is what differentiates it from competitors. However, the raw story that brands have is often long and difficult to sell. So, we use a brand strategy to extract the essence of the story and create the “big idea.” It is the extracted version of the brand story, typically consisting of either one word or a sentence. After that, we develop a complete ecosystem around this big idea that can communicate it to the end customer.

Our big idea, Wellness in Every Sip, is the heart of NABD. It is the reason we carefully select our beans, craft our roasts, and design our packaging. It is why every detail, from the flavor in your cup to the message in your hands, is created to help you slow down, be present, and live more fully.

This is more than coffee. This is the original Mindful Brew, made to care for the whole person and to invite a lifestyle where wellness is not a separate goal but a part of every moment.

In every market, people only remember one or two players in each category. For example, we only remember Coca-Cola and PepsiCo at a glance when we think about soft drinks. When a brand can create a new subcategory and be the first in that space, it has an unfair advantage. Red Bull did this by creating the “energy drink” subcategory within the larger soft drink market.

Based on its nature, the NABD brand cares about overall well-being, including mental and spiritual health. This gives the brand the potential to create a new subcategory within the coffee market, and so we did.

Our client originally had an idea about spreading good quotes through their brand packaging, cups, and everything else, but they didn’t know how to do it. So, we first developed their tone of voice and brand personality. Then, we created a quote system that would resonate with that personality. After that, we developed an illustration system that can be used for storytelling at all brand touchpoints. We selected a simple but catchy style for the illustrations that is easy to print and quickly gets attention.