01/ CASE STUDY
Collective
Where branding isn’t just seen - it’s experienced.
INDUSTRY: Restaurant, Hospitality
SERVICES DELIVERED: Brand Identity, Web Design, Packaging Design, Menu Design, Print Collateral, Product Branding
TIMELINE: 10 weeks
WEBSITE: https://www.collective.am/
02/ THE CHALLENGE
Collective wasn’t your typical restaurant launch. The founders envisioned a concept that seamlessly blended three distinct identities under one roof:
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AFROLAB, a specialty coffee bar highlighting rare beans from Ethiopia, Kenya, and beyond
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MINAS, a cocktail room with character, rhythm, and a sense of nightlife
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GALLIA, an elegant dining concept rooted in Mediterranean cuisine
The challenge? Build a unifying brand that honoured each concept’s individuality without losing the thread of a single, cohesive identity. Every detail - from the logo to takeaway cups - had to speak to the collective soul of the space!
03/ THE SOLUTION
We began with a modular logo for Collective - two "L"s transforming into a cube, symbolizing the structure at the heart of the concept and the unity that brings three distinct experiences together. From there, we developed individual brand identities for AfroLab, Minas, and Gallia - each with its own voice, yet all part of a cohesive whole.
And then we started crafting the art - where every detail crafted with intention:
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Distinct visual identities that captured the tone and atmosphere of each concept
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Thoughtfully designed menus, custom plate branding, and staff uniforms
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Branded coffee cups, takeaway packaging, and specialty bottles that stood out
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Informative coffee cards that gave guests the full story behind every brew!
Three brands, one identity - every detail designed to make a statement and tell a story.
04/ THE LOOK
05/ THE RESULT
A standout identity for three concepts made Collective impossible to ignore!
Instant Recognition
Bottles and cups weren’t just packaging -they became a brand asset on the move!
Packaging Power
Guests became ambassadors, sharing their Collective experiences online.
Customer Advocacy
Customers talked. Influencers posted. Word spread fast.
Increased Engagement
Every detail, from interiors to marketing materials, became a part of the Collective experience.
Brand-Centric Experience
Collective’s influence reached far beyond its walls, shaping local culture.
Cultural Impact
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05/ THE RESULT
Instant Recognition
A standout identity for three concepts made Collective impossible to ignore!
Packaging Power
Bottles and cups weren’t just packaging - they became a brand asset on the move!
Customer Advocacy
Guests became ambassadors, sharing their Collective experiences online.
Increased Engagement
Customers talked. Influencers posted. Word spread fast.
Brand-Centric Experience
Every detail, from interiors to marketing materials, became a part of the Collective experience.
Cultural Impact
Collective’s influence reached far beyond its walls, shaping local culture.
06/ THE RECAP
Three concepts, one space, one unifying vision - Collective became more than just a restaurant. It became a destination, shaping a new standard for culinary and brand experiences. With our design-led approach, we crafted a brand identity that seamlessly connected every touchpoint, making Collective not just a place to eat, but a place to be. From the moment guests stepped in, to the second they left, the experience was unforgettable - bold, immersive, and effortlessly on-brand. Collective didn’t just set the bar, it raised it.
