Cafe Joe

MUCH MORE THAN A CUP OF COFFEE

Brand Identity, Signage & Environmental Graphics

Cafe Joe is much more than a cup of coffee. It is the Israeli chain with dozens of branches across the country, some located at Menta gas stations, and today it is renewed with powerful, fresh branding.

We believe that life is made up of small moments. In the middle of a hectic routine – between drives, meetings, and endless tasks – Cafe Joe offers a chance to stop, breathe, and let the gray day turn into a bright moment.

Here, you can feel as if you’ve slipped away for just a moment, far from the noise – a small fantasy that stays with you all day long.

The Logo and Visual Language

The new Cafe Joe logo was born from Hebrew letters. It is simple, direct, and has become a black-and-white icon present at every brand touchpoint.
Black is the leading color, giving strong, elegant, and clear presence – spreading across the entire brand experience.

Branch fronts are painted black with a prominent logo display. Menus have been redesigned with a modern, clean look, and even coffee and capsule packaging received a new identity.
The packaging is wrapped in deep, elegant black, with each flavor marked by a thin colored stripe telling its own little story.

This way, the graphic language remains consistent, recognizable, and powerful.

The In-Store Experience

Walking into a Cafe Joe branch is an experience.
The black bar, neatly arranged shelves with coffee, capsules, and equipment, the branded packaging, and the fresh food – all create a unified and precise environment.

It’s a place that combines convenience with style – a personal indulgence in the middle of the day.

The menu includes carefully prepared salads, fresh hot dishes, and high-quality coffee. Even when you take everything to go, the branded takeaway bags continue the experience beyond the store.