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Case studyBranding

IdentityColourPatternPackagingEnvironment

Cafeteria

Snap Chay

Opening frame of the Snap Chay brand film

Snap Chay brand film. Motion film made from the original Snap Chay identity boards and brand applications.

Overview

A bilingual cafeteria identity for Snap Chay, with English and Arabic logo versions, a yellow-and-navy palette and a repeating symbol pattern.

The presentation applies the system to takeaway boxes, cups and shopfront signage.

BriefA cafeteria identity needs to work across languages and across takeaway materials. The design task is to keep the business recognisable when the script, surface or size changes.

Services

Scope

  • English and Arabic logos
  • Colour and pattern
  • Takeaway packaging and signage applications

Sources

Two hands opening a navy Snap Chay takeaway box with a yellow pattern on an office desk, with a navy cup nearby.
Lunch at the deskThe Snap Chay identity in a lifestyle photograph of a takeaway box opened on an office desk.

How to read this deck

The deck pairs the client’s original presentation boards with new application scenes that show the identity in use.

Some of the older boards have been redrawn. Each one sits where the original stood, with the real original design in its corner and a View original button to open it in full.

Chapter 01

How the logo was formed

The Snap Chay logo shown large on a pale paper ground with thin construction lines, circles, a modular grid and a clear-space frame built from a unit x.
Logo constructionConstruction study of the Snap Chay logo, showing its geometry and clear space.

Chapter 03

Logo variations

Two scripts, one visual system

English and Arabic lockups share a square symbol and the same yellow-and-navy treatment. The paired logo board shows both versions on light and dark backgrounds, so the language changes while the identifying shape and colours remain consistent.

Snap Chay: English and Arabic lockups
English and Arabic lockupsBoth language versions are presented in yellow on navy and navy on yellow.
The Snap Chay square symbol with its cut-out S in navy, enlarged and cropped off the corner of a flat yellow field.
Symbol on yellowThe Snap Chay identity showing the square symbol alone, enlarged on yellow.

Chapter 04

Colour

  • Accent#ECBF2F
  • Surface#031D2D
  • Ink#FFFFFF

Colours sampled from the original identity boards.

Snap Chay: Colour palette
Colour paletteNavy and yellow lead the palette, supported by grey and lighter neutral tones.
Four vertical panels in navy, yellow, white and slate grey, each carrying the Snap Chay logo in the version that reads on that colour.
Logo on colourThe Snap Chay identity as the logo on four colour panels: navy, yellow, white and slate.
A fan of paper swatches in navy, bright yellow, blue grey, light grey, pale yellow and cream on a clean white table with a pencil and a brass clip.
Navy and yellow in materialsThe Snap Chay identity: the brand navy, yellow and blue-grey as a fan of paper swatches.

Chapter 05

Pattern and graphic elements

Snap Chay: Symbol and repeat pattern
Symbol and repeat patternA compact yellow symbol becomes a repeating pattern on a white background.
The Snap Chay yellow S-weave pattern on white and on navy, with a round navy badge holding the yellow logo where the two halves meet.
PatternThe Snap Chay identity as a brand pattern on white and navy with a logo badge.
A glass takeaway window with a band of the yellow interlocking Snap Chay pattern as a decal, fingerprints on the glass and a hand reaching a cup.
Pattern as a window decalThe Snap Chay identity: the yellow pattern as a decal band on a takeaway window.

Chapter 06

Packaging

From the cup to the shopfront

The symbol becomes a repeated pattern on the packaging board. Boxes, cup sleeves and signage mockups use different amounts of the pattern while retaining the same logo and palette. The presentation shows how a cafeteria identity can connect takeaway materials with the place customers find it.

Two navy Snap Chay boxes with a yellow pattern on a food court table and two hands clinking navy Snap Chay cups.
Snap Chay: Takeaway packaging mockups
Takeaway packaging mockupsBranded boxes and cup sleeves bring together the logo, navy panels and yellow repeat pattern.
Boxes and cupsThe Snap Chay identity, remastered from the original board of boxes and takeaway cups, as a photograph of takeaway boxes and cups in a mall food court.
A hand lowering a navy takeaway box with a yellow pattern band into a yellow paper bag with the Snap Chay logo on a clean stone counter, with a navy cup in a carrier beside it.
Packing a takeaway boxThe Snap Chay identity: a navy takeaway box being slid into a yellow paper bag at the counter.
Snap Chay: Snap Chay takeaway family
Snap Chay takeaway familyThe Snap Chay identity on takeaway boxes and tea cups.

Chapter 07

Stationery

A top-down stationery set on warm grey stone: navy and yellow business cards, a letterhead with a yellow pattern edge, a navy envelope, notebook and pen.
StationeryThe Snap Chay identity on business cards, letterhead, envelope and notebook.
A navy Snap Chay business card laid onto a yellow card on a clean terrazzo cafe counter, with a card terminal softly blurred behind.
Business cards at a counterThe Snap Chay identity: navy and yellow business cards on a cafe counter.
A navy menu folder with the yellow Snap Chay logo and a yellow compliment card with a pen on a pale stone cafe table by a window, with a navy cup at the edge.
Menu folder and cardThe Snap Chay identity: a branded menu folder and a compliment card on a cafe table.

Chapter 08

Signage and spaces

A Snap Chay shopfront at dusk with glowing yellow letters on a navy fascia and a projecting blade sign.
Snap Chay: Signage mockups
Signage mockupsA projecting square sign and a cafeteria fascia carry the same yellow-and-navy identity.
Fascia and blade signThe Snap Chay identity, remastered from the original board of hanging sign and cafe fascia, as a photograph of the shopfront fascia and blade sign.
A navy blade sign with the yellow Snap Chay logo projecting from a limestone cafe facade on a tidy street at golden hour, with the warm cafe interior behind the glass.
Blade sign over the doorThe Snap Chay identity: a projecting blade sign over a cafe door seen from the street.
A tea counter with a yellow pattern tiled wall, a navy shelf of Snap Chay cups, a polished brass urn and a steel teapot in a bright, tidy cafe.
Pattern wall inside the shopThe Snap Chay identity: the yellow pattern as a tiled interior wall behind the tea counter.

Chapter 09

Uniforms and merchandise

A navy apron with a yellow symbol pocket, a navy tote with a large symbol, a yellow cap and a folded navy tee, set on a yellow wall and a wooden shelf.
MerchThe Snap Chay identity on an apron, tote bag, cap and tee.
A barista seen from behind at a clean counter wearing a navy apron with the yellow Snap Chay logo patch on the pocket, no face visible.
Apron at the tea counterThe Snap Chay identity: a navy apron with the yellow logo worn at the tea counter, seen from behind.
A navy canvas tote with the yellow Snap Chay logo hanging from a hand on a Karama pavement, with a stack of boxes inside and a blurred shop front.
Navy tote on the walk homeThe Snap Chay identity: a navy tote bag with the yellow logo carried on a Karama pavement.

Chapter 10

Digital

A hand holding a phone against a yellow backdrop, showing a Snap Chay Instagram grid of navy logo tiles, yellow pattern, cups, boxes and a paper bag.
Instagram gridThe Snap Chay identity as an Instagram profile grid on a phone.
A phone on a pale terrazzo cafe counter showing a single Snap Chay post of a navy cup on yellow, with a finger touching the screen and a navy Snap Chay cup beside it.
One post on a cafe counterThe Snap Chay identity: a single feed post on a phone on a cafe counter.
A phone held over a sofa arm showing a Snap Chay reel frame with a navy cup of chai and the yellow logo, a corner of a navy and yellow takeaway box beside it.
Reel frame on a phoneThe Snap Chay identity: a single reel frame on a phone resting on a sofa arm.

Chapter 11

The brand in the world

A navy Snap Chay tea shopfront at sunset in Dubai, with the yellow tile logo and wordmark on the sign and a row of navy takeaway cups on the steel counter.
Snap Chay takeaway window at golden hourThe Snap Chay identity on a takeaway shopfront, blade sign and cups.
A rider seen from behind on a new scooter with a navy Snap Chay delivery box carrying the large yellow logo and pattern band, holding a yellow Snap Chay paper bag on a clean Dubai street at golden hour.
Snap Chay delivery in the afternoon sunThe Snap Chay identity on a delivery box and a paper bag.
A tea counter with a yellow S-pattern tiled wall, navy Snap Chay cups on a navy shelf, a polished brass urn and a steel teapot in a bright, tidy shop.
Snap Chay tea counterThe Snap Chay identity on tiles, cups and a tea counter.
A close view of a navy tea box lid with the yellow Snap Chay tile logo and wordmark foil stamped on it, and the yellow S pattern wrapping around the corner.
Foil logo on a navy boxThe Snap Chay identity as foil on a gift box lid, with the brand pattern on the edge.

Chapter 12

In people’s hands

  • Two friends on a sunlit stone wall, each holding a navy Snap Chay cup up in front of their face as the cups touch.
    Cheers with chaiThe Snap Chay identity in a lifestyle photograph of two friends clinking cups outside a mall.
  • A person seen from the chest down in an office corridor carrying a carrier of navy Snap Chay cups and a folder.
    Cups for the officeThe Snap Chay identity in a lifestyle photograph of a cup carrier being walked through an office corridor.
  • A person seen from the waist down on a sunlit bench with a navy Snap Chay box on the lap and a cup beside them.
    Lunch on the benchThe Snap Chay identity in a lifestyle photograph of a takeaway box and cup on an outdoor bench.
  • A black-gloved hand lifting the top box from a stack of three navy Snap Chay boxes beside a navy cup on a clean steel kitchen counter.
    Boxes on the passThe Snap Chay identity in a lifestyle photograph of a stack of takeaway boxes on a kitchen counter.
  • A navy Snap Chay cup and takeaway box on a pale stone ledge in bright morning sun, with a car softly blurred behind.
    Cup on the stone ledgeThe Snap Chay identity in a lifestyle photograph of a cup and box on a stone ledge in morning sun.

Chapter 13

Campaign

A backlit bus shelter poster with the yellow Snap Chay logo on navy on an Al Barsha roadside at golden hour, with a bench and a passing bus.
Bus shelter poster, Al BarshaThe Snap Chay identity: a navy and yellow backlit bus shelter poster in Al Barsha.
A new construction-site hoarding wrapped in printed vinyl showing the yellow Snap Chay logo on navy and the yellow pattern panel, with a crane behind in late afternoon light.
Hoarding beside a building siteThe Snap Chay identity: a printed hoarding on a construction-site fence.
Three backlit street posters on a clean Dubai Marina promenade at blue hour: the yellow Snap Chay logo on navy, the yellow S pattern, and a hand holding a navy cup.
Street postersThe Snap Chay identity on three backlit street posters at blue hour.

About this deck

What we built

English and Arabic logo lockups, a yellow-and-navy colour system and a repeated symbol, applied to packaging, cups and signage in the original presentation.

What this case establishes

The presentation establishes one bilingual identity across logo lockups, takeaway packaging and signage mockups. English and Arabic share the same symbol and palette. It documents the design and its applications; customer testing and post-launch commercial results are not included in this source.

About the originals

The original boards are from Abcon’s original project presentation and include application mockups.

What does your brand need next?

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