Approach
The new identity is built on simplicity and honesty. In typography, color, and graphic elements, the design emphasizes clarity and warmth. Like the café 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.