Saudi Arabia – Creative studio Futura has created branding inspired by the coffee creation process.
The visual identity for Elixir, a Saudi Arabia-based coffee brand, draws on inspiration from alchemy and laboratories. While coffee brands tend to rely on outmoded notions of authenticity and craft – and, in some cases, national heritage – Futura’s branding positions Elixir as a company that plays on the traditions of coffee-making with a more contemporary, futuristic approach.
With a striking blue, green and lilac palette, as well as sci-fi-inspired metallic details, its identity is a swift departure from the muted colours and stripped-back interiors used by many other coffee brands. Elixir also offers bottles of coffee that are reminiscent of wellness drinks such as kombucha and tonics.