Brand Building & Management

built on psychological principles 

Project: BREIEF CAFE (SOON), Brand Building & Management

Role: Brand Strategy, Concept Development, Positioning, Creative Direction,Brand Management,Marketing

Built on a human insight that is proven in psychology:

Human Insight: In communities where traditions run deep and modern life is rising, people often face an internal conflict, wanting to be themselves, yet feeling pulled between two identities: the modern and the traditional. This tension creates a quiet identity crisis, a sense of “Who am I really?” This pattern is especially evident in Abha, where mountain communities have historically been more attached to their roots, customs, and sense of belonging. 

Therefore, I turned social and historical insight into a brand and business strategy. This philosophy gave rise to the tagline “Be You. Be Yourself.”

I recognized that the way to resolve this conflict isn’t by choosing one side, but by helping people reconnect with themselves, to find balance and self-expression in small, grounding ways.

BRIEF Café was built from the ground up around this idea. I developed the entire brand strategy, from the initial concept and positioning to its purpose, mission, and deeper philosophical layers. The brand’s goal is to create a personalized, human-centered experience that helps people feel centered and true to themselves. It’s not about rejecting culture or glorifying modernism, but about offering a space where people can express who they are individually, through experiences like reading, reflecting, connecting, and simply being.

Though still in its pre-launch phase, BRIEF Café already is a distinctive concept, a brand that responds to a deep psychological and cultural need for authenticity in a world caught between change and tradition.

-Ahmad Uzun