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CASSETTE’s Rebrand

Dubai, UAE

2026

Creative Director

Since opening in Dubai’s Al Quoz creative district, CASSETTE had grown beyond the neighbourhood café it was originally conceived to be. The rebrand set out to give that evolution an identity, repositioning CASSETTE as a cultural platform where food, music, art and design come together.

As Creative Director, I led the strategy and creative direction, building a new brand world around the tension between nostalgia and contemporary culture. Inspired by French café culture, analogue music media and editorial design, the resulting identity combines expressive typography, layered compositions and a flexible graphic system that extends across menus, digital, merchandise, events and collaborations; giving CASSETTE a distinctive visual language designed to evolve alongside its creative community.

Light green background with the word 'CASSETTE' written in white, uppercase letters in the center.
Person wearing a white T-shirt with red and blue text, standing indoors near a desk with electronic devices.
Various printed materials and stickers with the word "CASSETTE," including a green sign, a black cup, a white cloth with blue text, and blue circular stickers, on a wooden surface.
A hand holding several black and white paper cups with a circular logo and text that reads "Dubai - Cassette The".
A woman wearing glasses and a black cap with a white loading symbol, smiling as she pours a drink from a metal shaker into a white cup with the word 'CASSETTE' on it. She is wearing a white shirt and a black apron.
Close-up of a black bag with white embroidered logo, placed on a wooden surface with cassette tapes and colorful cards.
Dark, blurred background with a centered loading spinner