October 12, 2021


Boomerang café is a Saudi Brand Café that opened in 2020.
The owners are people who have lived most of their lives in Australia, where they had different eyes to present themselves to the Saudi market, which is building Australian culture and creating a different identity.

We worked on the name and tried to place a suitable Art Direction to tell a different story that would be told in order. We’ve created an aboriginal character, a dressed-up holding a boomerang preparing to throw it away.

The identity of the Boomerang, we’ve reflected in the logo, menu, environmental branding, and social media implies that there is a new story and a new culture that you will live with every cup of coffee you will drink.

Designer : Omar Elnajmy – HEEL-Design

Location : Riyadh, Saudi Arabia

Project :  Boomerang Café