Created by acclaimed Chef Izu Ani, fika is a Dubai-born culinary concept that does not focus on a type of cuisine, but on how food makes you feel. Whether for sundowners or a mid-day pick-me-up, fika in Jumeirah Beach Hotel has something for everybody and truly celebrates the idea of ‘pause’, embodying the very meaning of ‘fika’, i.e., a social break with loved ones.

Inspired by this ethos, we crafted a versatile identity and positioning for the restaurant that celebrates how you can truly fika in your own way. This deceptively simple concept formed the springboard for the visual language we created for the restaurant – from operational collateral to venue signage, website and more.