With a myriad of independent coffee shops opening in Riyadh, it was vital that Meshari’s should be distinctive. Fortunately, his exuberant personality played a huge part in helping us create a unique proposition and the name for Vim. We delved into deep strategy sessoins, developed a friendly and personal tone of voice and built the Vim Coffee brand pillars. Our workshops enabled us to develop the Vim story and informed the look and feel for Vim, a family run coffee house that uses the best local suppliers, sells a completely unique coffee as Meshari and his father roast their own beans and provides a home away from home for his loyal customers to hang out and enjoy premium quality coffee at affordable prices. Spirited discussion at this liveliest of coffee shops.