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. We’ve updated the logo while preserving its sense of continuity, and expanded the color palette. The new brand typeface brings a simple yet distinctive voice — speaking clearly to the audience at every touchpoint.

The new identity is built on simplicity and honesty. In typography, color, and graphic elements, the design emphasizes clarity and warmth. Like the cafe itself, the visual language is free of pretense. There’s no need to put on a mask here — it’s a place where you can just be yourself. As part of the project, we also 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.