Brand · Signage · Environmental · Web

Dajoo.Sip, slice,savour.

An art-forward café pizzeria in Holland Park where Middle Eastern and Mediterranean flavours meet on a canvas of pizza — we built a brand and a digital presence as characterful as the room itself.

Client
Dajoo
Sector
Hospitality / Café Pizzeria
Scope
Brand · Signage · Web
Location
Holland Park, London

01 / The Brief

A best friend’sliving room —as a pizzeria.

Dajoo is a health-centric, art-forward café pizzeria on Holland Park Terrace, next door to Daunt Books. Inspired by the comfort of a best friend’s living room, it treats pizza as a canvas — blending the aromatic depth of Middle Eastern cuisine with the fresh vibrancy of the Mediterranean, surrounded by rotating works from emerging Iranian artists.

We built a brand with the same warmth and personality as the space: a hand-drawn wordmark, an oxblood-and-brass palette pulled straight from the interior, illuminated shopfront signage, and a moody, characterful website that captures the feeling of stepping inside.

Visit live site
02 / Identity
Dajoo primary mark — hand-drawn lowercase 'dajoo' wordmark with a small red dot over the j and 'sip, slice, savour' tagline, set on a white circle
Primary mark
A hand-drawn wordmark, one red dot — relaxed, human, a little artful.

03 / Palette

Oxblood, brass,travertine cream.

A palette lifted directly from the room — deep oxblood walls, warm brass fittings, soft travertine stone — with a single signal red as the accent, echoing the dot over the ‘j’. Warm, grown-up, and unmistakably Dajoo.

01 / Primary
Oxblood#7A1F2B
RGB 122 · 31 · 43
Walls & awning
02 / Accent
Signal Red#C8202E
The dot over the j
03 / Paper
Travertine Cream#EDE4D3
Stone & type ground
04 / Warmth
Brass#B8893D
Signage & lamps

04 / Signage & Shopfront

A corner youcan’t walk past.

Illuminated fascia signage, a scalloped burgundy awning carrying the ‘sip, slice, savour’ line in gold, and a glowing logo that turns the Holland Park corner into a landmark by day and by night.

04.0  /  Night corner112–114 Holland Park Terrace
Dajoo at night — illuminated 'dajoo' sign glowing on the corner storefront beside Daunt Books, warm interior visible through windows
Dajoo daytime exterior — corner storefront with beige awning over a scalloped burgundy valance reading 'sip, slice, savour' in gold script
04.1  /  DaytimeBurgundy awning
Dajoo night corner with the illuminated sign, Holland Park Terrace W11 street sign and interior glimpse of Iranian portrait art
04.2  /  After darkLit fascia

05 / Inside Dajoo

The brand,lived in.

Inside, the identity becomes architecture — oxblood walls hung with rotating Iranian portraiture, a travertine bar, brass mushroom lamps, and a gold ‘dajoo’ mark above the clay oven. Every surface carries the brand without ever shouting it.

05.0  /  The portrait wallBanquette & brass picture lights
Dajoo interior — oxblood/burgundy wall with three framed colourful Iranian portrait artworks above a burgundy velvet banquette, travertine tables and oak chairs
Dajoo travertine bar counter with oak stools, brass mushroom lamps, a plaster sculpture and a window onto the street
05.1  /  The barTravertine & brass
Dajoo clay pizza oven in stainless steel beneath a fluted travertine wall with the gold 3D 'dajoo' sign and a sculptural pendant light
05.2  /  The ovenGold dajoo sign
Dajoo at night through the window — lit interior with portrait art, plaster sculpture and warm burgundy walls
05.3  /  Through the windowFrom the street

— A note on the work

The best hospitalitybrands aren’tapplied to a room —they growout of it.
— Studio note

06 / Website

A website withthe lights down low.

A moody, burgundy-soaked website that feels like the room after dark — a full-bleed storefront hero, the ‘sip, slice, savour’ signature, an art-led About section, and one-tap ordering and booking. Built to make you hungry. Live at dajoo.co.uk.

06.1  /  Homepage — Full scrolldajoo.co.uk
dajoo.co.uk
Dajoo homepage — dark/burgundy hero with white dajoo logo over a storefront photo, 'sip slice savour' scalloped tabs, About Us with interior photography and Menu

07 / Deliverables

Everythingshipped.

A full hospitality brand and digital rollout — designed, applied and built by the studio.

  • 01Hand-drawn wordmark
  • 02Logo badge & lockups
  • 03'Sip, slice, savour' tagline lockup
  • 04Brand guidelines
  • 05Colour & type system
  • 06Illuminated fascia signage
  • 07Awning design & artwork
  • 08Interior brass logo signage
  • 09Menu design
  • 10Website design
  • 11Website build
  • 12Order & booking integration

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