Dizengof/99 — identity for a cafe where you can be yourself

For Dizengof/99, a growing chain of Israeli cafes with six locations, we developed a refreshed visual identity that reflects the brand’s values and atmosphere. The graphic concept is rooted in local culture — referencing the iconic street signs of Tel Aviv, and in particular Dizengoff Street, a symbol of city life, openness, and authenticity. The cafe’s name itself feels like a warm and direct greeting. We also drew inspiration from the cult Israeli film Dizengoff 99, which captures a spirit of youth, freedom, and the search for identity — all central to the brand.

As part of the project, we helped the Dizengof/99 team clarify the brand’s positioning: this isn’t just a cafe, but a space where people can feel natural and free. No frills, just care. With good food and consistent service. A place that fosters a sense of community. The brand’s core values — openness, acceptance, friendliness, stability, and local character — are expressed through a visual style that feels human, warm, and familiar, like your favorite spot in the neighborhood.