Jumeirah set out to create a concept that would attract Dubai’s sustainability minded diners while doubling as a social hub and flexible workspace for a new generation. Flow was conceived as a place where clean eating and conscious living come naturally, from compostable packaging to incentives for guests who bring their own reusable containers.

Our branding captured that ethos with an effortless hand drawn script and relaxed tone of voice. Natural colours and tactile textures echo the freshness of the food and drink, while motivational messages and uplifting phrases speak directly to an ambitious, socially aware audience. The result is a brand that feels open, optimistic and rooted in purpose.