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PROJECT OVERVIEW
Mellow is a Beirut-based dessert concept built around premium layered cups and the idea of personal, intentional indulgence. In a market largely shaped by traditional bakeries, shared desserts and occasion-led patisserie, the challenge was to create a distinctive category focused on individual satisfaction and immediate reward. Developed in collaboration with Elissa Khalil, the project began with an in-depth brand strategy covering market positioning, competitive analysis, target audience, experience principles, personality and tone of voice.
Together, we shaped Mellow as a brand for the moments when someone simply decides they deserve something good, not because there is an occasion, but because indulgence can be deliberate, personal and fully enjoyed. This strategic direction led to a warm and quietly confident verbal identity, balancing emotional reassurance with subtle playfulness through messages such as “Cravings secured,” “A moment for yourself” and “This box knows things.”
YEAR
2026
LOCATION
Lebanon
SERVICE
Branding & Visual identity
CREDITS
Art Director: Anna Grenier de Cardenal
Brand strategist: Elissa Khalil
PROJECT OVERVIEW
The visual identity translates this emotional territory into a soft, modern and highly recognizable brand world. Rounded forms, generous white space and a rich palette of plum, cream and mellow yellow create a system that feels premium without becoming distant, while the combination of expressive Cooper typography and structured Helvetica brings together warmth and clarity. We developed the logo, colour palette, typography, graphic language, tone of voice, photography direction and complete brand guidelines, before extending the identity across dessert cups, boxes, bags, menus, stationery, social media and branded communication. The system was also designed to grow naturally into future booth and restaurant environments, using rounded architecture, warm lighting and uncluttered layouts to turn every physical touchpoint into an extension of the brand. The result is a cohesive and scalable identity that feels comforting yet contemporary, playful without being childish, and distinctive without ever needing to be loud.