Most cafés are designed for
Hoorain Arshad
Most cafés are designed for people who want to be seen. I wanted to design one for people who’ve spent years not being seen.
Parents aged 38-52, with kids now grown, spent a decade making everyone else feel looked after. Nobody’s doing that for them anymore.
So the strategy behind Before started with one question: what would it feel like to be taken care of again?
The answer shaped every decision:
→ No clocks. The hourglass became the mark, a reminder that this is time that doesn’t need tracking.
→ Calm palette. Deliberately away from loud café energy and spa-café clichés.
→ A wall of memory and a note on every cup. Small rituals that bring the person back into focus.
Before anyone else, take care of yourself. That’s the whole brand.
Case study below 👇
#BrandStrategy #BrandIdentity #Branding #CaseStudy
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Posted Oct 15, 2026
Most cafés are designed for people who want to be seen. I wanted to design one for people who’ve spent years not being seen. Parents aged 38-52, with kids no...
