Nue Cafe

“Nue is built on honesty. We deliver wholesome, satisfying meals, made with transparency and care.”

PROJECT Brief

The project brief for Nue, a cafe in Hyderabad, India, was to create a brand identity for a cafe that emphasizes the transparency of its food sourcing and preparation processes, while ensuring a satisfying and pleasurable dining experience. Nue aims to offer a space where customers can enjoy both health-conscious and gratifying meals.

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Approach

Collaborated closely with the key stakeholders of Nue Cafe to understand their vision and channel it into an experiential brand through strong storytelling, compelling visuals and interactive brand strategies.

Year

2021

Services

Brand Development & Strategy | Visual Identity | Communication Design | Packaging Design

Client

Aetna Hospitality

Credits

Project Management: Aditya Jaiswal
Branding & Strategy: Akanksha Salvi
Packaging Design: Akanksha Salvi
Illustrations: Akanksha Salvi

AWARDS

Website Live

https://www.nuecafe.com/

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METHODOLOGY

1. Brand Strategy
Developed the brand’s foundation through thoughtful naming, defining core values, and crafting a strategic narrative that aligns with Nue Cafe's mission of transparency and wholesomeness.

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2. Visual Identity
Explored and refined logo concepts, established a cohesive visual language with a tailored color palette and typography, and designed applications for retail packaging, social media, and brand imagery.

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3. Experience Design
Contributed to the cafe’s interior and ambiance design, from crockery selection to space aesthetics, ensuring a seamless brand experience that resonates with customers.

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4. Brand Expansion & Engagement
Built brand extensions and fostered collaborations, creating engaging content for social media to deepen customer connections and drive community engagement.

Strategy & Conceptualization

Process

identity

The logo is a harmonious blend of vitality and nourishment, crafted from the simplicity of leaves. Each element tells a story—representing the brand’s diverse range of products: breads and bakery, milk and dairy, and fresh greens. Together, the icon, wordmark and the serene color palette embody Nue's narrative of transparency and care, reflecting a commitment to providing nourishing, satisfying meals rooted in nature’s bounty.

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The identity and color palette were meticulously designed with adaptability and versatility at their core. The minimalist, linear forms ensure scalability, making the logo equally impactful on a grand cafe signage as on a delicate ceramic mug or even a slim straw. It harmonizes across diverse materials—whether it’s embossed on metallic surfaces, printed on paper bags, aprons or etched onto wooden boards. This cohesive design language allows the brand to maintain a consistent visual presence across all touchpoints, seamlessly blending into every corner of the cafe experience while reinforcing Nue’s ethos of simplicity and authenticity.

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Brand applications

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Customer experience

At Nue, the customer experience extends far beyond food—it’s about building a vibrant community. Through thoughtful visual communication and branding, the ethos of transparency and care is woven into every interaction. Nue fosters connection through events like Polo matches Pop-Ups, Artisanal Pasta Workshops, Barista Showdown Challenges, Exclusive Dinner Services, and Signature Bakery Collaborations. Each touchpoint, from brand engagements to exclusive services, reflects Nue's mission to create a holistic, inclusive culture that brings people together in meaningful ways.

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“At Nue, hospitality isn’t just about serving food; it’s about fostering meaningful connections through honesty, care, and shared experiences.”

Nue’s mission encapsulates its commitment to redefining hospitality by creating a space where every interaction reflects its core values of transparency and care. From the food on your plate to the community events, Nue ensures every customer feels part of a larger story.

IMPACT IN NUMBERS

20%

6000+

150+

Every element of Nue’s branding was purposefully crafted to align with its ethos of transparency and community. The process—from research and conceptualization to execution—was rooted in creating a cohesive and impactful identity that resonates across all touchpoints. Each design decision, from the logo to the event experiences, was driven by strategy, ensuring every visual and experiential element served a clear purpose

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This holistic approach not only enhanced the customer experience but also contributed to the cafe’s profitability and success, delivering value to both its customers and stakeholders.

Tamasa : Black Pottery

Nue Cafe

Conceptualization

Digital Explorations

Finalized Logo