Saudi coffee e-commerce
Social media design · Visual direction · AI-assisted scene building
About the brand
Rowai Al-Qahwa is a Saudi e-commerce brand offering Arabic coffee in formats suited to personal, family and occasion use.
The assignment
Through TAR, I received the client’s first content plan and designed its Instagram and Snapchat content. I was responsible for the visual direction and execution—not the content planning or the logo. The client supplied product photographs; I built the surrounding lifestyle and product scenes with AI.
The visual challenge
The system needed to feel warm, calm and focused from the brand’s first published plan. Clean compositions, morning light, wood, books, cups and shared coffee moments created that mood, while National Day offers stayed clear through one message per post.
Create a clear first impression for a new Saudi coffee brand across Instagram and Snapchat.
The opening composition introduces the product range through a warm, uncluttered setup and a consistent brown-and-caramel palette.
Opening visual
Introduce the brand through familiar coffee rituals and connect the visual language to its online store.
Client-supplied product photographs were placed inside AI-built scenes using warm light, wooden surfaces and generous negative space to keep the feed calm and recognisable.
Brand story and first touchpoints
Communicate the discount, fixed-price offer and delivery message clearly without crowding them into one post.
The three promotional posts share the same palette, seasonal pattern language and product styling, so the campaign remains part of the wider brand system.
Saudi National Day offers
Connect coffee with hospitality, sharing, reading, calm and focus.
Not every post needed to be purely sales-led. Warm morning light and quiet lifestyle scenes helped communicate how coffee fits into real daily moments.
Shared and quiet coffee rituals
Present payment and online-shopping messages without breaking the calm, premium direction.
Store screens, payment logos and product scenes were balanced carefully so the information stayed readable while the imagery still carried the brand mood.
Purchase journey
Show dates and coffee products through simple, ingredient-led scenes.
The restrained styling, repeated type treatment and warm palette keep different products connected without making every composition look identical.
Product-focused scenes
Tell me what you need and we can find the right next step.