We created AMMI — a modular coffee shop concept designed for Marriott International’s EMEA properties, blending Middle Eastern coffee heritage with contemporary global café culture.

Our work began with the concept narrative and positioning, defining a flexible system that could adapt across varied hotel lobby formats while delivering a consistent premium experience. From there, we developed the naming, brand identity, and full visual ecosystem — including logotype, monogram, typography, and collateral applications.

A central part of the project was the creation of a dedicated recipes book and use records, developed in our Barcelona kitchen lab in collaboration with chef Ismael and Carlos. These ensured that AMMI’s signature offerings — from beverages to bakery — could be consistently replicated across properties while maintaining a distinctive identity.

We also designed the operational flow and menu structure, creating a modular service model able to support both grab-and-go and dine-in experiences.

From façade and interior inspirations to uniform design, OS&E selection, packaging, and printed collaterals, every detail was conceived as part of a coherent brand universe. A social media framework was also established to extend AMMI’s reach beyond the physical space, positioning it as a lifestyle-driven coffee brand.

The guiding idea was to honor coffee’s cultural roots in the Middle East — a symbol of hospitality, sophistication, and generosity — while building a concept that is modern, adaptable, and scalable across the region.