The Deli Society
The Brief.
Sipside is a coffee shop brand based in Jeddah serving great coffee and even greater vibes. Modelled on the city’s coastal heritage, its mission is to bring excitement, pleasure and quality to everyone’s daily routine. In order to bring their ambitious vision to life, our expertise were consulted and we formed a great partnership with the founders. Some of the areas we took care of include brand strategy, naming, identity and more.
The Process
Branding.
Content.
Marketing.
Branding.
Strategy.
Our clients initially came to us with big plans, so we knew we had to create a strategy that could make that all possible. Coffee shops are a huge business in Saudi Arabia, being the go-to place to socialise for many Saudi citizens, particularly young people. We found that the market was oversaturated, but with that came the idea of how we were going to position Sipside to stand out. In our positioning we emphasised the fact that Sipside was more than just a coffee shop, it was a hangout space and a brand pumping positivity into customers’ lives. This is where the name Sipside came from ‘sip’ referring to the delicious hot beverages on offer and ‘side’ positioning it as a place to come and enjoy. Whether it be to work, socialise, or just to chill.
Identity.
We wanted Sipside to have a cool Californian feel to it. It was important that the brand was relaxed and had an aspirational element to it, particularly as the founders had franchising ambitions. As you can see, we used shades of blue to relate to Jeddah beach and the brand icon is used as its own standalone entity. We made bespoke mosaic patterns and hand drawn illustrations to get across the crafted with care vibe to its Jeddah audience. The look and feel of the brand immediately transports you to somewhere sunny and warm, succeeding in delivering the ambitious, yet laid back coastal nature of the brand.
Content.
Messaging & Voice.
The tone of voice strategy was our chance to capture Sipside’s unique personality in a way that would consistently resonate with customers and be a selling point for future franchises. The core values we wanted to get across were positivity, vibrancy, personal and professional. These qualities are what would make Sipside a winning brand and an enjoyable experience. We took customers on a journey through our messaging, empowering them to chase their dreams and reach for the stars at all times. Due to the location of the brand, we made sure that everything was also translated into Arabic, embracing its multicultural nature.
Marketing.
Social Media.
Now came the fun part, building an online presence and community full of like minded entrepreneurs that embodied the Sipside Spirit. We developed a strategy that went beyond the physical products and space but reflected on the nature of the brand and ultimately what it wanted to achieve and do for people. Sipside’s social media account was a key part of building momentum and creating a buzz pre launch and has continued to showcase engaging content created by us, as well as highlighting the creative talent in the region.