Branding

Booza!

Brand identity

Booza is a Syrian coffee house in Ixelles, signed Baghdi Sar: a place for coffee, tea and pastries. Its name comes from booza, the Syrian pistachio ice cream that is the house speciality. The identity had to carry that busy-room energy rather than the hush of a tearoom, and make people want to walk in before they had read the menu.

Client
Booza
Role
Brand identity
Year
2022
The starting point

Georges Baghdi Sar was not a new name to the studio. A well-known Syrian chef in Brussels, he had already trusted the studio with the Mine Madeh identity. This time he opens a Syrian coffee house in Ixelles with his long-standing partner. The name came before the identity and already held the clue, since booza is a pistachio ice cream that stretches. The brief held in one sentence: a modern place you spot from the pavement, not another tearoom.

Booza! logo in red bubble letters on mint, with its stacked version and its tagline
Booza! logo and its three-colour palette, red, mint and black, with RGB and hex codes
Red Booza! loyalty card with eight stamps, laid over a mint business card
The approach

Three colours, not one more

The house is named after a pistachio ice cream, so the main colour is pistachio. It is the shortest route between what you see and what you are about to taste, and it makes the palette appetising without having to say so. The system then holds in three values and nothing more: pistachio green #A6EBC9, a red #F1002A that snaps against it, a black #202726 to outline. The logotype is drawn in thick bubble letters, outline included, wall writing rather than typography. Enough to hold on a shopfront sign, a cup, a loyalty card or a sticker without ever changing register.

The Booza! café window by day, red logo, “Coffee shop & Syrian ice cream” lettering and a red bench in front
Front view of the Booza! storefront, red logo on the glass, red bench and an A-board on the pavement
Round mint Booza! sign, red logo and “Coffee shop & Syrian ice cream, by Baghdi Sar”
Booza! poster wall inside the café: portraits of customers biting into their ice cream, framed by red letters
The Booza! poster wall seen from the side, in the green-walled room
A Booza! can with a mint label on a table, the poster wall behind
A portrait in front of the Booza! window, the large red logo and lettering behind
Close-up of streaked pistachio ice cream scattered with crushed pistachios, the booza that gave the café its name
Booza! coffee bag and takeaway cup in mint, with the red logo and the line "Syrian ice cream & coffee shop"
Two mint Booza! stickers, one round and one rectangular, with the red logo and the "By Baghdi Sar" signature
Grey laptop lid with three round Booza! stickers, the logo in yellow, green and pink

Three values only prove themselves on real objects. The green carries the sign and the window, the red works as a hook on stickers and the loyalty card, the black outlines whatever has to stay legible on a cup. No item ever called for a fourth colour, and that is the real test of a short palette. A café that has just opened prints fast and often, sometimes without a designer in the loop: the system had to hold without a manual.

What was delivered
  • Logo and brand system
  • House menus
  • Sticker series for cups, cans and furniture
  • Lit sign visible from the street
  • Full window stickering
  • Social media visuals
Results

The items in numbers

house menus, food and drinks
2
sticker formats, round and rectangular
4

Counted on 28/09/2026 in the project files

How we work

Before, during, after: the same method on every project

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  1. Before

    Discovery

    We get to know the project, ask our questions and talk it through with you.

  2. Before

    Inspiration and direction

    We gather inspiration and set a direction with you, before anything gets created.

  3. During

    Creation

    The heart of the project, paced by regular back and forth with you.

  4. After

    Delivery and testing

    We deliver, then check with you that everything works.

  5. After

    Handover and adjustments

    We train you and help you get to grips with the material. Your feedback is taken on board to fine-tune it.

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