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Case study · Dessert-First Café

Mon Me | Café Naming, Branding & Packaging

A dessert-first café in the UAE, renamed, repositioned and given a complete brand system: where crafted moments flow.

Sector
Dessert-First Café
Market
UAE
Mon Me café counter with branded boxes, cups and desserts
The challenge

Why Mon Me came to OG

The café started life as “Molten Me”. The name tied it to molten cake alone and put it in the wrong position in the market: one product, not a destination. The owners wanted a café people visit for the whole dessert experience, with a brand strong enough to carry new products, packaging and branches.

What we did

What we did and why

We started from a research file: the market and its competitors, the customer segments, and a diagnosis of how people file the café in their minds. We repositioned it as a dessert-first café and renamed it Mon Me, with the line “Where crafted moments flow”. Around the new position we built the whole system: a logo engineered around a flowing line, a teal-and-orange colour strategy, primary and secondary patterns, packaging rules, art and photography direction, and a guidelines book that keeps every cup, box and post consistent.

01

From Molten Me to Mon Me

The old name tied the café to one molten cake. We repositioned it as a dessert-first café and renamed it Mon Me, so the brand could carry the whole experience: desserts, drinks, boxes and visits.

  • Positioning: a dessert-first café
  • Name: Mon Me
  • Line: Where crafted moments flow
From one product to a full dessert experience Sketches of the flowing line in the Mon Me name Mon Me positioning board
02

Identity

One flowing line links the two words. Deep teal and orange carry the system, on light, dark and brand-colour backgrounds.

  • Deep teal#294041
  • Orange#F57F2C
  • Warm white#FFFCF9
Mon Me logo on teal, black, orange and white Mon Me colours in use
Mon Me stationery Mon Me brand guidelines book
03

The guidelines book

Pages from the guidelines: logo construction, colour, patterns, packaging rules and photography direction, so every cup, box and post stays consistent.

Mon Me logo construction page Mon Me logo on backgrounds page Mon Me primary pattern page Mon Me secondary pattern page Mon Me packaging rules page Mon Me photography direction page
04

Packaging

One base across every pack, with room for each product line: boxes, cups, jars, delivery bags and gift sets.

Mon Me packaging family
Mon Me patterns on wrapping paper and napkins Mon Me hot, cold and takeaway cups Mon Me dessert box with window
Mon Me delivery bag, box and drinks carrier Mon Me gift box with spread jars
05

The brand in the café

The identity applied across the café: the front, the counter, the display, the menu and the team's aprons.

Mon Me storefront at night
Mon Me café interior with the logo wall Mon Me dessert display
Mon Me menu Mon Me staff apron
06

Photography direction

Warm light, the dessert first and the brand always in the frame. The same direction carries into social posts and stories.

Caramel poured over a Mon Me chocolate cake
Friends sharing desserts at Mon Me Behind the scenes of a Mon Me shoot
Mon Me meringue tart Mon Me desserts with coffee and juice Mon Me dessert post
Mon Me feed on a phone Mon Me story frames
07

Marketing plan and new branches

A marketing plan built on the new position, and a brand ready to open new branches without losing its look.

Mon Me marketing plan board Mon Me hoarding for a new branch
The full Mon Me brand system
Results
  • The branch is active again, with steady visits
  • Demand and sales rose clearly after the new name and position
Related insights

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