Cafetery

Cafetery entered the Tel Aviv market with an ambition to restructure the assumptions of the takeaway category, to make the case that portion-controlled, high-quality food consumed on the move need not entail the aesthetic or culinary compromises that had come to define the segment. Positioned within the newly developed Sarona complex, Tel Aviv's reconstructed Templar colony turned premium mixed-use destination, Cafetery was both a food brand and a proposition about urban eating: that quality and convenience were reconcilable, and that the takeaway format could be a legitimate expression of considered culinary intent rather than its negation.

The studio's identity work for Cafetery established a visual presence capable of carrying this ambition in a competitive environment, giving a new brand the legibility and authority it would need to stand alongside more established operators within one of Tel Aviv's most prominent new commercial spaces.

Commissioned by Roof.