Cafu

We began working through the various challenges that an entirely new type of fuel product would face, how best to address those challenges and how to educate the public on the new app. Following a detailed brand audit and strategy phase, we developed a brand name for the brand – something both descriptive and intriguing, and thus Cafu came to be. A rare name that works in both English (Car + Fuel) and Arabic (it means ‘I’m up for it!’)

Once the name was finalised, We developed an elegant wordmark and a series of engaging brand messages, designed to live across a wide number of different spaces – online, in app, across social and in advertising. The brand identity was then taken across all key applications, including app design and informational and educational onboarding videos. Iconography was developed to support a simple, no-fuss product, while Arabic considerations, including logo creation and typography choices were developed for the brand and detailed in a thorough brand guidelines document.