Concept study — not a commissioned project
Neighborhood roaster
Qal'a Coffee
A concept for a roaster whose site feels like the counter, not a cafe chain.
The hypothetical problem
The hypothetical roaster is known for one room and a short menu. A template with six identical cards would erase that.
Approach
- A single column for the menu, with the room described beside it on wide screens.
- Wholesale as a quiet secondary path, not a second brand.
- No loyalty program, no invented origin story.