is a brand designer & strategist based in Dubai.
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The Casa Collective: Brand Identity & Website
Built for designers, architects, interior designers and other creative professionals, it brings coffee, work, collaboration and community into one shared environment. People can spend an afternoon working independently, meet collaborators, host a small team gathering, launch a pop-up or turn the space into a commercial event.
It is not simply a café, coworking space or event venue. It shifts between all three.
Role..........Brand Strategy, Visual Identity, Art Direction and Website Design
Team..........Tequila.ae // Akash Sandeep (Brand Designer) / Ojswini Kalbhor (Visual Designer) / Puneet Sakhuja (Project Lead)
Location......Dubai, UAE
Designing the feeling before the form
The process began by identifying the people who would encounter the brand and mapping the role TCC played in each of their journeys.
For every stakeholder and touchpoint, the question was not only what information needed to be communicated, but what the interaction should make them feel.
Should the space feel welcoming or energising? Familiar or unexpected? Social or focused? Each design decision was then connected to an intended response — from the tone of voice and visual system to the website and physical applications.
This made the identity less about decorating a space and more about shaping how people move through it.
An identity made for interaction
The resulting system balances structure with play.
It can sit quietly when the focus needs to remain on the work, then become louder for events, pop-ups and public communication. The identity creates continuity across digital, spatial and social touchpoints while leaving room for the different people and activities that give TCC its character.
The brand does not define a single way to use the space. It creates a recognisable setting in which different forms of creative exchange can happen.