Client
Nupi
Year
-
Services
Branding · Website Development · Art Direction · Photography · Copywriting
The Brief
Nupi is a coffee and tea brand built for Gen Z and young millennials in Kuwait, with its sights on Kuwait City, Salmiya, and The Avenues. We built it from scratch. No existing name, no look, no voice. The ask was simple to say and hard to do: make a coffee brand that stands out in one of the most saturated café scenes in the Gulf.
The Challenge
Kuwait does not need another café. It needs a reason to walk past ten of them and stop at one. The premium coffee lane is crowded with brands that take themselves seriously: muted palettes, minimalist logos, the same quiet good taste everyone else already owns. Going more premium meant blending in. Going louder usually meant looking cheap. The real problem was finding a third option, a brand that reads high quality and high energy at the same time, and that a 22 year old wants to photograph before she even tastes the drink.
What We Did
We positioned Nupi as Playful Premium. Serious about the coffee, never serious about itself. That one tension runs through everything, from the brewing standards down to the copy on a cup sleeve. The personality is Jester first, Creator second. Nupi is the brand at the party that makes everyone laugh, but every detail is still crafted on purpose. That gave us permission to be bold, funny, and colorful without ever tipping into careless. We wrote a tone of voice with four pillars, Playfulness First, Quality Without Snobbery, Bold Personality, and Social Energy, so the brand sounds like a witty friend instead of a corporation across the website, packaging, and captions. Then we made the bet that turns a café into a brand: Nupi goes home with you. Packaged coffee and tea carry the same drippy, loud identity as the store, so the vibe is something customers buy, not just visit. We delivered the full system end to end. Logo, pattern, color, type, packaging, cups, bags and boxes, coffee pouches, uniforms, paperwork, interiors, social, and an app UI.
Visual Identity
Serious about the coffee. Never serious about itself.
Packaging
Photography
Interiors
The Result
Nupi is a coffee brand that refuses to whisper. The drip pattern, the bubbly wordmark, and the loud, confident palette give it a face you spot from across the street and a voice you remember after one visit. The system holds from the storefront to the pouch to the app, which means the brand sells itself whether someone is sitting in the café or carrying a bag of beans home. In a market full of cafés that all look quietly expensive, we built one that looks like more fun. That is the whole point.
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