Brand identity · Aaron and Sareh, with Brainy Studio

Tropical. Made for summer days.

A juice and ice cream bar for the hours after the beach. One palm between two scripts, three colours you can taste, and stripes on everything it hands you.

Open the concept site
The Tropical cover: a hand balancing an iced orange drink on someone's head against a blue sky, the Latin wordmark, the palm and the Arabic wordmark across the glass.

02 · Two scripts, one palm

reads this wayتُقرأ بهذا الاتجاه

Latin reads left to right. Arabic reads right to left.

Read either name and you arrive at the same palm.

03 · Three marks

A palm and two names

The palm on its own, or a name in either script. Each one has its own colour, so you can tell them apart from across the sand.

The palm
استوائية, the Arabic wordmark
TROPICAL, the Latin wordmark

Small and simple enough to go anywhere the name would crowd.

A close portrait with the cream palm mark on a freckled cheek.

04 · Colour

Three colours you can taste

Mandarin Coral from the orange, Lagoon Teal from the sea, Vanilla Cream from the scoop. Paper, sand and ink carry the words.

  • Paper #FCF8F1
  • Sand #F5E8CD
  • Ink #2A2520
Mandarin CoralC: %0.00M: %58.68Y: %73.55K: %5.10RGB: #F26440Lagoon TealC: %68.67M: %15.33Y: %0.00K: %41.18RGB: #2F7F96Vanilla CreamC: %0.00M: %6.17Y: %18.52K: %4.71RGB: #F3E4C6

05 · Type

Two faces, one loud, one easy

Saira SemiCondensed · headings, in capitals, tracked open

Fresh juices
and ice cream

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Poppins · for reading

Juice pressed and ice cream churned the moment you order. From beach days to late nights.

LightRegularMedium

06 · Stripes

Stripes on everything it hands you

Teal like a beach towel, coral like an awning. The palm sits in an oval where the stripes stop.

07 · In hand

One mark per cup, and stripes

A cup gets the Arabic, a cone sleeve gets the palm, an umbrella gets the Latin. One mark at a time, so each one reads from across the beach.

A hand holding up a green juice in a clear cup printed with the Arabic wordmark, under a palm tree and blue sky.
An iced watermelon juice in a cup printed with the palm and the Arabic wordmark, watermelon slices in front.
A hand out of a coral car window holding a yellow striped cup with the palm badge, a palm tree behind.
A scoop of vanilla ice cream on a waffle cone in a coral and cream striped sleeve with the palm, against a coral wall.
Soft serve pouring onto a cone in a striped palm sleeve, against a yellow machine.
Orange soft serve on a waffle cone, the palm, the Arabic wordmark and the Latin wordmark set in cream across the ice cream.
A coral and cream striped paper bag sealed with a coral label carrying the palm and the Latin wordmark.
A coral beach umbrella with the Latin wordmark along its edge and a small palm on one panel, against a teal sky.

08 · Card and menu

From beach days to late nights

The card and the menu use both faces. The palm and the stripes do the decorating.

From Beach Daysto Late Nights.+1 555 0142@drinktropical
FRESH JUICEMANGO & LIME · $4.50alphonso mango, lime, a pinch of saltPOMEGRANATE · $5.50pressed whole, nothing addedORANGE & MINT · $4.00valencia orange, crushed mintAVOCADO & HONEY · $5.50wildflower honey, whole milkICE CREAMSAFFRON PISTACHIO · $5.00slow churned, toasted pistachioFRESH DATE · $5.00medjool dates, brown butterLIME SORBET · $4.00sharp and clean, dairy free

09 · The thinking

The brand, carried into the work around it

Brainy Studio drew research, a position, a message house and the documents a bar like this runs on, all in Tropical's own type and colour.

Worked examples made by Brainy Studio for this study. The names, quotes and numbers in them are illustrative.

A research insight page: after the beach, people want a cold drink and a seat in the shade, not a queue.
A positioning map in the Tropical style: Tropical alone in the everyday, made to order corner.
A brand platform page: the palm on a cheek beside the purpose, make hot days feel like holidays.
A message house: Made for Summer Days on the roof, three pillars under it.
A brand architecture page: one palm and three places to find it, the juice bar, the ice cream counter and the beach kiosk.
A brand audit scorecard in the Tropical style comparing look, voice, menu, online and service.
A name testing page in the Tropical style: three candidate names and how many people remembered each a day later.
A trademark search page in the Tropical style: four registers and three classes, no conflicting marks.

Menus, decks and print

A printed menu spread: the juices and ice creams on cream, three kiosks on a teal map.
A digital menu screen: the juice list on coral beside a photo of a green juice under a palm.
An events price sheet with three packages, the middle one in coral.
A teal flyer for Corporate Fridays, fresh juice for offices once a week.
A twelve month marketing roadmap in the Tropical style, channels down the side and campaigns across.
A print proof sheet for the business cards, with crop marks and a colour bar.

10 · The site

A site that takes the order

Menu, shop, journal and a visit page, in English and in Arabic. A concept site, built by Brainy Studio in the identity, and live.

Visit tropical.brainy.ink
The shop and its cart
The same site in Arabic, right to left

11 · Where people meet it

On every screen it shows up on

The ads, the feed, the map, the delivery app and the chat where the order comes in, all speaking the same way.

Example screens made by Brainy Studio for this study. Not live campaigns, and the counts are illustrative.

A vertical TikTok ad: a striped cup held out of a car window, Order now underneath.
An Instagram feed post: orange soft serve with the Arabic wordmark.
A vertical ad marked as the winning variant: Made for Summer Days over a striped cup.
A maps listing for Tropical on a phone: photos, rating, opening hours and directions.
An AI search answer recommending Tropical at the Beach Kiosk, with a link to the site.
A delivery app menu: mango and lime, pomegranate, saffron pistachio and orange soft serve.
A WhatsApp broadcast announcing a watermelon cooler, with a photo and an order button.
A chat ordering a mango and lime for pickup from two product cards.
A summer menu email with a striped awning header and the Latin wordmark.

12 · Out in the world

A van, a kiosk, a wall

Where the stripes could go next.

Generated concept images, with the real logo placed on them.

A generated concept image: a delivery van wrapped in coral and cream stripes with the Latin wordmark, by the sea.
A generated concept image: a teal beach kiosk under a striped awning with the Latin wordmark, a coral umbrella beside it.
A generated concept image: a wall painted in teal and cream stripes with coral palms and a big palm in a cream sun, juices on the counter.

Made for summer days

Tropical, by Aaron and Sareh, in collaboration with Brainy Studio. tropical.brainy.ink

Made by

Client
Tropical
Year
2026
Duration
2026
Start a project
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