CWTCH RESTAURANT JEDDAH

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Case Study: Cwtch Restaurant – Jeddah

Project Overview
Nobrand Agency was commissioned to develop the complete branding and design concept for Cwtch, a trendy and welcoming restaurant in Jeddah. The challenge was to create a brand that encapsulated feelings of happiness, relaxation, and positive energy, while appealing to a young, fashionable audience. From the name and logo to packaging, wall art, and complimentary products like ice cream and cake packaging, Nobrand crafted a cohesive brand experience that resonated with the restaurant’s ethos of enjoyment, style, and connection. The name Cwtch, chosen by Nobrand, is derived from the Welsh language, carrying meanings of comfort, warmth, and togetherness.

Design Concept and Execution

1. Naming and Brand History:
   The name Cwtch was carefully selected to reflect the restaurant’s mission of creating a cozy, enjoyable environment where trendy and tasteful people gather. The word Cwtch (pronounced "kutch") has Welsh origins and is not just a simple hug but an embrace filled with warmth, safety, and love. Historically, the word gained popularity when famously used by Elizabeth Taylor. The word’s rich cultural background and heartwarming meaning aligned perfectly with the restaurant's vision to create a happy, relaxed, and welcoming space. The name was also chosen for its uniqueness, trendy sound, and memorability—making it easy for people to associate with positive emotions.

2. Logo and Visual Identity:
   Nobrand created a playful yet sophisticated logo that captures the essence of Cwtch. The design featured soft, flowing typography to convey a sense of ease and friendliness, paired with a contemporary, minimalist aesthetic. The logo’s design elements were inspired by the simplicity and warmth of the word itself, using gentle curves and warm tones, including pastel pinks, soft yellows, and calming blues, to evoke the feeling of happiness and relaxation. This visual language became the foundation for all other branding elements, ensuring consistency across all platforms.

3. Packaging and Menus Design:
   Nobrand extended Cwtch’s brand identity to the restaurant’s packaging and menus. For takeaway and delivery packaging, the team designed bright, cheerful boxes and bags with simple illustrations that reflect the joyful, light-hearted atmosphere of the restaurant. The menus were designed with easy-to-read fonts, playful icons, and colorful accents, making them visually engaging and reflective of the vibrant, social atmosphere within the restaurant.

   Special attention was given to the packaging for ice cream and cakes. The ice cream containers were designed to be cute and trendy, featuring whimsical patterns and small illustrations that made them fun to hold and share. The cake packaging followed suit, with elegant yet fun design elements, using pastel shades and the logo embossed in a glossy finish to elevate the sense of indulgence.

4. Illustration, Wall Graphics, and Art:
   Nobrand also took charge of creating custom wall graphics and art installations that reflected Cwtch’s playful, trendy vibe. The illustrations on the walls featured stylized depictions of people enjoying their time, interacting with coffee and food in fun, relaxed settings. Bright colors, geometric shapes, and hand-drawn details were used to create a warm, inviting atmosphere within the space. The wall art was not only visually appealing but also Instagram-worthy, designed to encourage patrons to take photos and share their experiences online.

5. Complimentary Products: Ice Cream and Cake Packaging:
   The branding extended to the restaurant's complimentary products like ice cream and cake packaging. The ice cream containers featured minimalist designs with a pop of color, reflecting the fresh and fun nature of the product. The cake packaging followed a similar aesthetic, designed to enhance the experience of gifting or indulging in desserts. The use of soft colors and subtle branding made these products feel premium, yet approachable, further reinforcing the Cwtch brand.

Challenges and Solutions

• Creating a Memorable and Trendy Brand Name:
  One challenge was finding a name that would stand out in Jeddah’s competitive restaurant scene while resonating with the target audience. Cwtch was chosen for its unique meaning and trendy, easy-to-remember sound, and its connection to history added depth to the brand’s story.

• Balancing Playfulness and Sophistication:
  The design needed to be fun and inviting but still appeal to a stylish, discerning clientele. Nobrand solved this by creating a visual identity that was trendy and cute, with elegant touches like clean typography and high-quality materials used for packaging, ensuring a balance between playfulness and sophistication.

• Cohesive Branding Across Diverse Touchpoints:
  With so many elements to brand—including menus, packaging, wall art, and complimentary products—it was essential to maintain consistency. Nobrand developed a unified color palette, design language, and brand guidelines to ensure that every aspect of the customer experience felt cohesive and on-brand.

Outcome 

The Cwtch brand launch was a resounding success, immediately resonating with the trendy, youthful audience in Jeddah. The name, visual identity, and branding materials made the restaurant stand out as a place where people could enjoy a relaxed, happy moment with friends. The playful design elements, particularly the wall graphics and packaging, became a talking point, helping to create a buzz on social media and drawing in a community of like-minded, fashionable patrons. The branding not only enhanced the restaurant’s in-store experience but also positioned Cwtch as a beloved destination for dining, desserts, and socializing.

Conclusion

Nobrand Agency’s work on Cwtch highlights the importance of thoughtful, consistent branding in creating a memorable dining experience. From the name’s Welsh roots to the vibrant, inviting packaging, every detail was designed to embody the feelings of happiness, relaxation, and connection. By delivering a trendy, welcoming brand that resonates with its audience, Cwtch quickly became a standout restaurant in Jeddah, inviting guests to embrace moments of joy, style, and togetherness.