Brand Strategy & Positioning

Sipside was conceived as more than just a coffee shop; it’s a destination where amazing coffee and a welcoming social atmosphere come together. The brand was developed to cater to the younger, more aspirational demographic in KSA, who are increasingly drawn to Westernised, lifestyle-focused brands. In my brand strategy exercise, I discovered that consumers in KSA were attracted to modern, Western-style brands. Sipside was named to capture that aspirational vibe, combining a relaxed yet chic atmosphere with high-quality coffee. The name, Sipside, conjures the imagery of a laid-back, seaside lifestyle—a perfect fit for the Jeddah location, which is just a stone’s throw from the sea.

Brand Naming & Iconography

The name Sipside reflects the brand’s focus on both quality coffee and the lifestyle it offers. To complement this, I developed a unique brand icon that depicted a coffee bean emerging from the horizon waves at sunset, symbolising the perfect union of nature and exceptional coffee. The icon became a strong visual element for the brand and was incorporated into packaging, merchandise, and other brand assets. It was well received and became synonymous with Sipside's signature style.

Visual Identity & Store Design

The visual identity was carefully crafted to reflect the aspirational, Westernised lifestyle that Sipside embodies. A modern yet approachable logo, combined with a vibrant colour palette, helped establish the brand’s personality. The in-store experience was developed in collaboration with prestigious SHH Architects (view project here), where I provided brand consultancy on moodboarding, textures, and finishes. The store design embraced natural materials with contemporary, sleek finishes, creating an inviting atmosphere that encouraged customers to linger and enjoy their time.

Aspirational Messaging & Merchandise

To reinforce the brand’s lifestyle appeal, I developed a set of aspirational lifestyle messaging for the walls of the store, such as “sip, smile, repeat.” These messages resonated with customers, creating a positive, feel-good atmosphere. Merchandise became a key part of the brand’s appeal, with t-shirts, hoodies, tote bags, and more featuring the iconic Sipside logo. The merchandise reflected the brand’s lifestyle positioning, encouraging customers to take the Sipside experience home with them.

Cultural Relevance & Community Engagement

Sipside is a great example of how brands can evolve to meet the changing cultural trends in the Middle East. By focusing on high-quality coffee and creating a social space for young, aspirational consumers, Sipside is perfectly positioned in the region. The coffee shop quickly became a social hub in Jeddah, offering not just amazing coffee but a place where people could connect, relax, and enjoy their time together.

With its successful flagship store and strong community presence, Sipside is setting new standards for coffee culture in KSA, combining an exceptional coffee experience with a vibrant lifestyle brand.