Empire Coffee is the most well-known Qatari retail and B2B coffee supplier. Based in Doha, they sell premium coffee products, both online and in multiple flagship stores. Their products are also available in supermarkets and exported to other Arab countries. Empire roasts its own coffee, sells industrial and home brewing equipment, and serves food in their retail locations.

Empire Coffee had only one store and a small, undeveloped brand identity. Their e-commerce platform had just launched, but sales were low and stagnant.

Initially, to lead a rebrand and position Empire against growing competition with a scalable, memorable identity. Over time, my role expanded into all areas of design, commerce, and marketing.

Essa Alkhulaifi (COO)

Ibrahim Alkhulaifi (CEO)

Title: Fractional Head of Design

Reporting: Directly to both co-founders

Team: Worked directly with the C-suite, led internal designers and freelancers, and directed contractors (interior designers, illustrators, photographers, developers).

Brand strategy and full visual identity

Packaging, print, social, and ad design

Shopify e-commerce redesign and optimization

Interior design direction (for 8 stores)

Email marketing, automation, loyalty and referral programs

Franchise and partnership decks

Empire lacked a strategic brand voice and system. The visual identity was limited to a single logo repeated everywhere, and their brand story was not being communicated.

Their Shopify site had a low 1% conversion rate, no analytics, poor UX, and no loyalty/referral program.

They used the same logo and graphic for all their products, with no making them hard to recognize on shelves and to compete.

The business needed to scale, but its internal culture and brand systems weren’t ready for that step. There was a crowded competitive market, and Empire needed to stand out visually and strategically.

Empire invested in market research, and I conducted an internal audit using that data. I organized all existing information and presented a clear strategy to meet the company’s business goals.

Designed a flexible, scalable, and memorable identity rooted in Qatari heritage and modern minimalism

Created visual guidelines, iconography, color systems, typography, and art direction

Results: Social media engagement increased, brand became more recognizable, team morale improved, and shelf visibility boosted retail performance

Designed packaging for all their products (coffee, bundles, machines, etc.)

Collaborated with international suppliers

Delivered: Branded bags, coffee cups, store signage, flyers, social assets, ad creatives, stand-up pouches, brand ambassador illustrations, and much more

Complete redesign of UX/UI

Directed new brand/product photography

Implemented Shopify apps for analytics, CRO, loyalty & referrals

Integrated Klaviyo for email automation and campaigns

Boosted conversion rate from 1% to 4%, then to 6% with CRO & A/B testing

Added loyalty system connected to in-store purchases, increasing LTV

Led the design of 8 stores (5 built, 3 pitched to investors)

Directed contractors for product designs (e.g., coffee tools)

Led the creation of a brand illustration system

Oversaw photographers, designers, and other creative contributors

Created high-performing email automations (50% increase in LTV)

Ran low-cost email campaigns generating $10K+ per month

Designed franchise, government, and partnership pitch decks

Helped secure partnerships with malls, banks, and government entities

I can lead large-scale brand transformations that drive real revenue and visibility across retail, e-commerce, and B2B

I thrive in multi-disciplinary roles, delivering everything from design direction and creative leadership to hands-on execution

I know how to turn data into design strategy, and align creative output with business goals

I bring strong stakeholder communication and leadership, managing cross-functional teams and vendors globally

I create brands people remember, and experiences that convert, no matter the format or scale