001 / 008
Blue Note Cafe

Blue Note Café is one of Hamra's last standing cultural anchors, a jazz venue that needed a visual language worthy of its legacy. The new identity merges Art Deco structure with contemporary restraint, building a system that feels rooted in the jazz era without
being trapped by it.

The primary mark.
Art Deco geometry grounded in a restrained palette, designed to feel timeless without feeling dated.

An accent variation that introduces warmth.
Built for moments where the identity needs to command attention.

A stripped version that lets the typography carry the weight, proving the system
works even at its most minimal.

Blue Note Beer

Blue Note Beer is a product extension born from the café's identity. Three bottles mapping Hamra's past, present and future, each with its own visual language, palette and character. A brand that doesn't just carry a logo but tells a story.

Echoes Of Jazz

A tribute to Hamra’s golden era, when jazz defined its cultural rhythm.
The deep red Abbey beer reflects the richness and intensity of that time,
while the dynamic pattern draws from the spontaneity of jazz improvisation.

Lost Tune

A portrait of Hamra in decline, stripped of its former vibrancy.
The desaturated identity and restrained composition reflect
stillness and absence, echoed through a light neutral pilsner.

Revival Blend

A projection of Hamra restored, bold and full of life.
The vibrant palette and fluid pattern express movement and energy, paired with
a fruit beer that embodies intensity and renewal.

Advertising Campaign - Teaser Phase

The teaser campaign was built before the bottles were ever shown. Three phases, each borrowing the visual language and emotional register of the bottle it precedes.

The first phase opens with jazz and presence, something alive and familiar. The second pulls back into silence and interruption, reflecting Hamra at its most uncertain. The third introduces light and movement, a shift in energy that signals something returning.

Each phase withholds the product deliberately. The goal was to build enough narrative tension that by the time the bottles appear, the audience already feels what they represent. The reveal becomes a confirmation, not an introduction.

Advertising Campaign - Reveal Phase

Designed for billboard and street display, this campaign uses a dark background, dramatic spotlight lighting and centered composition to isolate the bottle and command attention at distance.

Return to List of Works