Cafe Seventy Two
Seven, two, then a cup.
The brief
A day at Cafe Seventy Two.
Cafe Seventy Two is a coffee restaurant built around one ritual: the first cup of the day. The identity follows that ritual from the moment the doors open to the last call at night.
The name is a number, so the mark writes it. One monoline draws the 7, loops into the 2 and finishes as a cup with its handle: a signature you can read at a glance and draw in one breath. Beside it, a tall gold tab holds the word CAFE, like the label on a bag of beans.
- Client
- Cafe Seventy Two
- Sector
- Food and beverage, coffee
- Scope
- Logo, Identity system, Packaging, Signage, Digital, Motion
- Year
- 2026
- Studio
- Theepa Studio, Dubai
Key decisions
| Mark | Three strokes, one pour: the seven, the two and the cup drawn as one continuous line. |
|---|---|
| Tab | A tall roast-to-crema gold tab holds CAFE, so the mark still reads on a cup sleeve or a sugar sachet. |
| Colour | Espresso Ink, Roast, Crema Gold, Travertine, Steamed Milk and Morning Sky. |
| Type | A condensed grotesk does the heavy lifting; a soft serif italic keeps the queue moving. |
| Story | The case is told as one day: 06:00 doors open, 09:00 morning rush, 13:00 lunch, 16:00 slow afternoon, 20:00 after dark. |
09:00 Morning rush
Cups, carriers and the counter.
Roast, crema gold and espresso ink do the heavy lifting; steamed milk and travertine give them room to breathe.
More work
All case studies
Cafe Seventy Two: questions
Who designed the Cafe Seventy Two brand identity?
Theepa Studio, a brand identity studio in Dubai, designed the Cafe Seventy Two identity in 2026.
What was included in the Cafe Seventy Two project?
Logo, Identity system, Packaging, Signage, Digital, Motion.
What is the idea behind the Cafe Seventy Two identity?
A coffee restaurant whose name is a number, so the mark writes it: one monoline draws the 7, loops into the 2 and finishes as a cup. Told as one day, from doors open to last call.
Can Theepa Studio do a similar project for my company?
Yes. Book a call and we'll scope a fixed-price project with a fixed delivery date.
Want a brand that works this hard?
A 30-minute call. We look at your brand and site together, and you leave with a plan and a fixed price, whether or not you hire us.