Straw
STRAW is a lifestyle café concept located at Umbrella Beach in Fujairah, bringing together fresh juices, specialty coffee, wholesome food, and a community-driven atmosphere.
Built around the belief that healthy choices should feel enjoyable rather than restrictive, STRAW offers a space where people can refuel, connect, and make everyday rituals part of a healthier lifestyle.
AAO partnered with STRAW during the brand-building phase, helping define how the concept would look, sound, and connect with its audience. Our work focused on creating a distinctive identity that reflected the brand’s fresh, approachable, and lifestyle-led positioning while building a communication strategy designed to support long-term growth.
Our process
We developed the brand identity, communication framework, content strategy, and social media direction that shaped how STRAW would present itself across every customer touchpoint. From defining the visual language and brand personality to creating content pillars and audience engagement strategies, our role was to build a brand people would want to return to, both online and in person.
