Coffee Shop By the Sage Experience

A brand and packaging identity for Wake Up! Cleo, a specialty coffee shop built by the Sage Experience around a single line — “we don't love coffee, we love great coffee!” — and a posture that is ambitious not performative, busy not rushed, loud not subtle. Made for modern urban life, it runs on curiosity, intentionality and momentum, pairing quality coffee with an appreciation for Egyptian roots, discovery, and the everyday rituals that give structure to busy lives. The system is anchored by a persona: Cleo collects rather than consumes, travels light, always knows a spot, and treats coffee as a reason to slow down and stay a little longer. Spicy Terracotta, Extra Foam, Extra Caffeine and Maybe Spirulina set the palette, while an illustrated mascot and the recurring “A Brewed Ritual!” run across cups, sleeves, paper bags, aprons, stickers, the menu and Ethiopian-origin bean packaging — with imagery shot the way Cleo would capture herself: spontaneous, lived-in, conversational.