Figjam completes work on Ratios
Dubai, UAE, 6 September, 2015 –Figjam has completed work on Ratios,a sociable, artisan and honest coffee house in the heart of Sharjah.
Ratios specialises in casual, simple and everyday food and coffee, you wont find faddy drinks full of unhealthy corn syruphere but if you’re on the hunt for skilled baristas, flavourful coffee and a sociable environment then Ratios is the place for you.
Figjam has been employed on the project since early 2015 and,working closely with owner Sheikh Khalid Al Qassimi, were responsible for the concept development through to on-site management. The brand was conceived as a high quality alternative to the chained, run of the mill, coffee shops and cafes that are dominating the sector after market researchinto consumer wants and needsclearly highlighteda desirefor homegrown and more artisanal experiences when it came to coffee.
Further research indicated traceability and health as key trends gaining ground in recent years,the expectation of customers to know where the food they’re eating has come from and a preference towards the use of organic ingredients,healthy food and drink options andaccommodating dietary requirements. In a report by Euromonitor International it was predicted the number of local, small coffee roasters, such as Ratios, is likely to increase in the coming years as consumers become more educated about coffee and more interested in single-origin, fair trade and organic varieties.
“Considering this research and the client’s vision we felt we had a clear direction from which to take the Ratios brand forward,” commented Sanjay Murthy, managing director, Figjam,“we created a high quality artisan coffee house that will meet today’s consumer demands and spearhead the evolution of the UAE’sspecialist coffee sector.”
“Ratios will embody the third wave coffee movement in the UAE, focusing on authentic interiors, barista techniques and a wider range of crafted high quality coffees.”said Sheikh Khalid Al Qassimi, owner, Ratios “We are true coffee specialists,educated inall stages of coffeeproduction, from bean roasting to grind sizes, percentages to extraction times and brewing, pulling shots and cupping. We have enormousrespect for the humble coffee bean and believe that this results in a better experience for our customers.”
In line with the promise of quality coffee and no junk Figjam designed the interiors to concentrate on simplicity and the buzzing, urban community vibe has been realised through the sleek design, natural material and open seating arrangement. The artsy, sophisticated staff are confident, bold, knowledgeable and skilled, providing a high level of consistent service and a friendly, welcoming environment.
“We are proud of what we have achieved with Ratios and excited to see where the team there now takes it, we know Ratios can deliver and we know the market shows promise with rising tourism figures and patrons using coffee shops for working, socialising and studying.” Concluded Murthy
The growing tourism figures and increase in the number of Arab expatriates moving to the UAE presents a favourable marketplace for coffee shops. With coffee culture stronger than everEuromonitor International predicts that by the end of 2015 specialist cafes (chained and independent) in the UAE will have a combined total sales value of AED 1.3 billion.
About Figjam - Figjam is a Dubai based food branding agency specialising in integrating the fundamental disciplines required to create high quality food brands. We operate through collaboration of product development chefs, interior and branding creatives, research strategists and design managers, all in house and working with a common goal to create brands that form emotional connections with their customers.
Figjam’s services include brand strategy and market research, brand identity creation,product planning and development, graphic design, architecture and interior design.As a specialist agency catering exclusively to the F&B market ourtalented teams are both knowledgeable of, and passionate about the food industry, giving Figjam an all round understanding of the inner workings, mechanics and dynamics of the hospitality trade.
Figjam’s development process deliversimaginative, functional and profitable food brands with a clear purpose that is carried throughout, from the colours of the uniform to the recipes and plating style and the look and feel to the staff behavior.
We are Figjam, Designing Integrated Food Brands.