The brief
More than a coffee shop
Riyadh’s café culture has grown fast, and its cafés now do far more than serve coffee. They are where people have breakfast, meet friends, hold meetings and spend an afternoon.
The brief was a brand-new concept that could hold its own in that market from the first day: specialty coffee taken seriously, food good enough to come for, and a place that works from early morning to late evening.
What we did
From first idea to opening day
We led Doff from the initial idea through its positioning, identity, guest experience and food and beverage direction.
Positioning
Where Doff would sit in a crowded market, who it was for, and what would bring them back at different times of day.
Identity
A simple, confident identity: the lower-case doff wordmark, set into the counter, printed on cups and repeated on the paper that lines every tray.
Specialty coffee
A carefully developed programme of specialty coffees, from espresso classics to iced drinks made for Riyadh’s climate.
All-day food
A menu that goes well beyond pastries: breakfast and brunch dishes, salads and bowls, sandwiches and desserts.
The space
A calm, contemporary room of curved white plaster, olive trees, timber chairs and stone-topped tables, with seating for quick visits and long stays.
Guest experience
Service designed for every occasion, from a morning coffee to go to an informal lunch, a meeting or an evening with friends.
The result
A modern café for every part of the day
Doff is a versatile café concept that attracts guests throughout the day, from morning coffee and breakfast to informal lunches, meetings and social occasions.
It has built a loyal following in Riyadh’s An Nada district, with more than a thousand Google reviews and guests singling out its cheesecake and French toast.
Planning a café or coffee brand? See how our concept creation and brand identity services work.
