Raw Ritual

Based in the United Arab Emirates, Raw Ritual Coffee Roasters entered one of the most saturated and competitive coffee markets in the region. With premium cafes on every corner and specialty roasters flooding the space, simply offering quality coffee wasn't enough. Their original branding lacked distinction - clean but generic, it blended in with the very brands they needed to stand apart from. They approached me with a clear vision: to build an identity that felt raw, edgy, and deeply personal - something that captured the handcrafted nature of their roasting process and their belief that coffee should be a mindful ritual, not just a quick caffeine fix. We developed a visual identity anchored in imperfect, hand-drawn typography and a stripped-back black-and-white palette, echoing the grit and authenticity of small-batch roasting. The brand’s aesthetic avoids polish in favor of texture - tactile, minimal, and human. This new direction helped transform Raw Ritual into a coffee brand that feels grounded, deliberate, and unmistakably different from its slick competitors.