Siwa
Crafting a Desert-Inspired Coffee Brand in the Heart of Riyadh
Project Type
Digital Marketing
Location
Saudi Arabia
Industry
F&B / Specialty Coffee
Challenge
When Siwa’s team approached Blue Hat, they had a clear and inspiring vision: to build a coffee brand rooted in Arabian heritage, calm, reflective, and culturally rich but designed for a modern, youthful audience in Riyadh. From day one, this wasn’t just about coffee. Siwa was meant to be a hub for students, creatives, and curious minds; a welcoming space inspired by the desert and built to become a future hub for art, design, and expression.
As a new business located near major universities and surrounded by concept-driven cafés, the challenge was to define a voice and digital presence that would stand out. We needed to help the brand attract a community that values individuality, art, and inspiration, while also delivering on the founders’ desire to reflect Saudi nostalgia through modern, editorial storytelling.
Intervention
We developed a complete digital marketing toolkit that brought Siwa’s desert soul to life. From brand voice to visual language, everything was designed to feel intelligent, concise, and culturally resonant. Our audience consisted largely of artists and creatives, so art became the foundation of our work, shaping not only the storytelling but also the way the brand interacts with its community.
Siwa’s culture-driven concept was a major focus. The café offers a curated library of over 100 books, including a complete Assouline collection, poetry, and novels, creating an environment where guests can browse, read a book, and engage in meaningful conversations. The furniture and interior details were crafted by talented artists, making every corner of Siwa a canvas of creativity.
The visual direction was guided by abstract motifs inspired by the Arabian desert. The organic shapes such as dunes, shifting sands, and flowing waves symbolize the free spirit of Siwa, signaling to artists and visitors that this is a space to explore, express, and create. Bohemian undertones reinforce the brand’s commitment to openness and individuality, while the fluid, layered designs encourage collaboration and a sense of belonging.
Our digital strategy positioned Siwa not just as a café but as a creative destination. Through monthly editorial calendars, cultural campaigns (such as Arabic Language Day with an Arabic calligrapher), the Artwear pop-up collaboration with local artists, and other curated events, we have started bringing the founders’ vision to life. We began with a few events and collaborations, and we continue to build on this momentum to further establish Siwa as a hub for students, artists, and the creative community in Riyadh.
Results
Since launch, Siwa has steadily grown its presence online and offline as a distinct, culturally grounded brand. With a mix of organic and paid media, the café started building an audience that appreciates its calm, artful atmosphere and visual identity.
Recently, Siwa began hosting pop-ups and art workshops in its space, slowly gaining recognition among local creatives and students alike. The brand’s journey as a community hub is still unfolding, but the foundation is strong. Siwa is now known not just for its coffee, but for its voice, values, and vision; one inspired by Arabia and designed for the curious, creative crowd of Riyadh.
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