This cozy café has become a spot for creatives to huddle, share ideas and listen to the turntable play old records.
"One of the best places to buy coffee in the world"
— FT Magazine
Inspired by a hand drawn sketch of the building facade, by owner Youssef Louanjli. This Edition created a comprehensive picture of the establishment as well-respected purveyors of coffee. It was important that the brand identity reflected the iconic Fragments location and their disciplined and rigorous approach to coffee drinking, while offering a meeting point for all that pass. The window display has become a focal point for visitors, generating constantly evolving instagram content. The expression is a unique and balanced visual narrative across – the building facade, coffee cups and stationary.