Chapters Lobby Café
Brand Design

The Brief:

The Retreat Palm Dubai MGallery by Sofitel is the first holistic wellbeing resort in the Middle East. Home to the world’s first Rayya Wellness centre, a philosophy of wellbeing and personal transformation of body, mind and spirit runs throughout the hotel.

Chapters, the resort’s lobby cafe, is a quaint place to socialise over a morning coffee or to enjoy the peaceful surroundings and read a book from our library as you enjoy afternoon tea. The design therefore needed to reflect the cafe’s concept of relaxation and reflection while immersing ones self into a book from the cafe’s library.

The Lyrics:

The brand has been designed to provide a sense of calm and time for self reflection. The design shows a quill writing the word Chapters in handwritten script typography that’s organic and stimulates warmth, approachability, belonging and ownership of the brand.