Designing places people remember before they remember the menu
I create visual identities for cafés, bakeries and restaurant concepts that people instantly recognize, photograph and want to return to.
Whether it's a specialty coffee shop, bakery, brunch café or modern restaurant, the goal is always the same - build a brand that feels memorable before the first bite.
15+ brands across 6 countries
Café & Restaurant Branding
Hospitality is different from packaged products.
A supplement usually lives on a shelf, while café lives in people's routines.
Someone passes by your storefront every morning, orders coffee every day or photographs your interior before tasting the food.
That means branding isn't decoration - it's the atmosphere people remember.
My role is to define that atmosphere visually before it becomes hundreds of interior decisions, menus, cups, uniforms and social media posts.
Clouds Rooftop Bar (Cyprus)
For hospitality brands, every touchpoint shapes the guest experience.
On this project, I developed the website, directed the photography and built the visual communication across digital platforms, ensuring that every interaction reflected the same Mediterranean atmosphere guests experienced on the rooftop.
NOIR (Qatar, Saudi Arabia)
One of the most comprehensive hospitality projects I've worked on.
I developed the brand identity, packaging system, website, uniforms and even custom tableware created specifically for the restaurant. Every touchpoint was designed as part of one consistent guest experience rather than separate design tasks.
CHEI (Kuwait)
Started as a small café concept with a limited menu.
Today the brand has expanded into a much larger product range while keeping the same visual language that was created at launch. The identity was designed to support long-term growth rather than a single opening day.
Two Neighbors (UAE)
I joined the project before construction was finished, working closely with the local founders while the space was still empty.
Being involved before launch allowed the visual identity to grow together with the place itself. Watching the café open, evolve and become part of the neighborhood reinforced my belief that the strongest hospitality brands are built long before the first customer walks through the door.
Kuchi (Saudi Arabia)
Brand Identity
Creating a distinctive visual language that can live across every customer touchpoint
Packaging
Coffee cups, takeaway packaging, bakery boxes, bags, labels and retail products
Character Design
Mascots, illustrations and storytelling that make a place instantly recognizable
Scalable Brand Systems
Design systems that continue working when one café becomes ten
Why hospitality brand founders choose Sergio LaskinI've worked on hospitality projects from the very first empty space before construction, through launch and into years of real operation.
That experience changed how I approach restaurant branding. I'm not designing graphics - I'm designing places people will return to.
Frequently Asked Questions
-
No.
I develop visual systems that work across packaging, interiors, menus, merchandise and digital communication.
-
Yes.
In fact, that's when branding has the greatest influence.
-
Yes.
The visual system should support future expansion, seasonal campaigns and new concepts.
Related industries
Other industries
The products people buy every week deserve branding they'll remember every day.
Let's build a food brand designed not only to launch successfully - but to become part of everyday life.