Breakfast Club is a luxury breakfast delivery service that launched in Saudi Arabia, bringing fresh juices, jams, croissants and other continental items to customers’ doors each morning. Its visual identity was created in 2014 by Anagrama, a Mexico-based brand and design studio, which developed the full branding and packaging system for the service.[1]
Design and History
The brand concept was built around the experience of receiving a desired package. Breakfast Club deliveries came in Kraft paper boxes tied with string and ribbons, accompanied by postcards, stamps and stickers in a postal-style design.[2] Anagrama drew inspiration from traditional postal aesthetics, combining stamps, seals and Kraft paper textures with a bright, vintage-inspired palette.[3]
The main brand icon was based on the sound of birds singing in the morning, which served as the secondary concept alongside a color palette inspired by bright sunshine and the blue morning sky.[2] The overall look was intentionally clean and vintage in style.[2]
Anagrama designed the branding with an international appeal so that it could be expanded outside Saudi Arabia if the client decided to do so in the future. As an Anagrama spokesperson explained, the brand did not need to be exclusive to Saudi culture, but it did need to communicate that the menu was international.[1]
Meaning and Symbolism
The postal motif was central to the identity’s meaning. The service’s concept was to give customers the experience of receiving a desired package, with each breakfast arriving like a parcel complete with postcards, stamps and stickers.[2] The bird icon and bright color palette were meant to evoke the nostalgia of morning sunshine and birds singing.[2]
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