Backyard

Our client came to us with a name, Backyard, and a clear idea: a coffee shop where people talk, feel at ease and connect with each other and with the space around them.

We built the brand around what a backyard means in the stories we grow up with. The perfect one is green and abundant, with trees, grass and birds singing in the morning: a happy, generous place. And because it is your own backyard, only the people you invite come in. Your parents, your closest friends, your family. People you trust.

That invited circle became a cast of characters who live inside the brand, meeting and interacting in different everyday situations. The goal was an identity anyone would instantly recognize as made for the community. The tagline, Your Neighborhood Coffee Club, positions Backyard as the new spot to share in the Emirates.

Since launch, Backyard has kept opening new neighborhoods. It is the first identity in our portfolio built to roll out across a growing chain.