Vim Coffee

Bringing the Best LA Coffee Experience to Riyadh

A logo for "Vim Coffee Roasters" on a pink background, coffee beans with a white "V" logo, and a geometric red and black patterned section—all arranged in three panels by a strategically‑led branding studio.

Meshari Asamnan is an entrepreneurial, self-taught coffee roaster. Whilst living in Los Angeles he discovered the coffee / espresso culture and realised there was a need for this in his hometown of Riyadh where the coffee craze hadn’t quite caught on. Meshari wanted to give the locals an opportunity to sample the same culture he loved so much. Recently he has brought that dream to life by quitting his job and taking the leap to launch Vim Coffee, a fully bootstrapped start-up.

Three bags of Vim Coffee Roasters whole bean coffee—Waykan Guatemala, Aricha Ethiopia, and Panama Mama Cata—are displayed side by side with creative labels designed to convert and boost scalable growth strategies for start-ups.
Six round coasters on a peach background; three feature bold, colourful geometric patterns, while three are light pink—one with "Vim Coffee Roasters," one with a black "V," and one blank. Perfect for a strategically‑led branding studio or start-ups seeking scalable growth strategies.

Vim Coffee, an authentic LA style coffee shop at in one of the most vibrant neighbourhoods in Riyadh, Saudi Arabia. We helped him realise that dream by bringing Vim Coffee to life. With a myriad of independent coffee shops opening in Riyadh, it was vital that Meshari’s should be distinctive. Fortunately, his exuberant personality played a huge part in helping us create a unique proposition and the name for Vim. We were brought on board to help tell their story from the very beginning of their journey, including naming, strategy, visual/verbal/sonic identity, content, web design and build.

Vim Coffee Cup

We delved into deep strategy workshops and immersion sessions. Developed a friendly and personal tone of voice and built the Vim Coffee brand pillars. Our workshops enabled us to develop the Vim story and informed the look and feel for Vim, a family run coffee house that uses the best local suppliers, sells a completely unique coffee as Meshari and his father roast their own beans and provides a home away from home for his loyal customers to hang out and enjoy premium quality coffee at affordable prices. Spirited discussion at this liveliest of coffee shops.

The branding helped launch Vim into the market and firmly establish itself in the local community as the destination for speciality coffee.

Vim Waykan Guatemala
A bag of Vim Coffee Roasters’ Aricha Ethiopia whole bean coffee with geometric patterns and label details—including kumquat, plum, rose notes, and “Made in Riyadh”—reflects the touch of a strategically‑led branding studio.
A bag of Vim Coffee Roasters’ Panama Mama Cata whole bean coffee. The white packaging with orange and black geometric patterns highlights tasting notes, origin details, and “Made in Riyadh”—a true blend crafted for those fuelled by performance marketing.

Meshari Asamnan
Founder
Vim Coffee

‘We were looking for an agile agency that shared our creative ambition for the branding of our start-up coffee shop. Given the diversity of creative work that our branding needs to engage with, it was a challenging brief which Middle Boop embraced fully. They had a clear vision for how the identity could be put together pulling from the history and heritage of our local area. The level of thought and detailed exploration that went into testing the design work has provided us with an elegant yet robust outcome.