A New Era of Coffee, Community, and Conscious Living Begins
Abu Dhabi, UAE — [Insert Date] — DOTS, the UAE’s beloved homegrown specialty coffee concept, proudly unveils its reimagined identity—starting with a full rebranding of its first and most iconic location in Khalifa City. The relaunch marks a major milestone for the brand, ushering in a fresh chapter of growth, creativity, and deeper connection with the local community.
More than just a facelift, the DOTS rebrand signals a return to purpose—a celebration of slow living, intentional design, and coffee as a shared ritual. From the updated interiors and refined menu to the subtle yet significant shift in the brand’s tone of voice and customer experience, every touchpoint has been thoughtfully crafted to reflect DOTS’ evolution from a local coffee stop to a lifestyle destination.
“Khalifa is such a special place for DOTS,” said Saeed Al Khateeri the visionary and CEO of the brand. “This rebrand is a love letter to our loyal community and a commitment to elevating the DOTS experience in every way possible. We’ve kept the soul of DOTS alive—warm, creative, a little quirky—but we’ve grown up. And this is just the beginning.”
What’s New at DOTS Khalifa:
- Interior Design Revamp: The refreshed space features a calming palette of neutrals and organic textures—creating a serene atmosphere where customers are encouraged to slow down, unplug, and stay a while. The redesign balances minimalism with warmth, bringing together form and function in a distinctly DOTS way.
- Elevated Brand Identity: From the redesigned logo and in-store packaging to the new photography style and curated tone of voice, DOTS’ branding is now cleaner, bolder, and more intentional—echoing its maturity while staying playful and rooted in community.
- Updated Menu & Offerings: The new menu introduces a refined seasonal drinks and curated pairings that reflect a deeper attention to quality, ingredients, and creativity.
- A Deeper Purpose: At its heart, the rebrand is a reflection of DOTS’ deeper “why”—to create moments of connection in a fast-moving world. Whether it’s a quick morning coffee, a long afternoon catch-up, or a solo visit to recharge, DOTS wants to be more than a place to grab a drink. It wants to be your place.
The Rollout & What’s Next
The Khalifa branch rebrand is the first of several phases in a larger transformation strategy, with additional branches set to undergo the same rebranding journey in the coming months.
To celebrate the relaunch, DOTS hosted an exclusive preview evening at the Khalifa location, welcoming long-time supporters, content creators, and friends of the brand. Guests were treated to a first look at the new space, specialty drink tastings, and storytelling moments from the team behind the transformation.
As the UAE’s coffee culture continues to evolve, DOTS remains committed to being a brand that not only serves great coffee but also sparks connection, creativity, and calm in a chaotic world.
About Trace Hospitality:
Founded in 2019 in Abu Dhabi by visionary Emirati entrepreneur, Saeed Al Khateeri, Trace Hospitality is a dynamic force in the UAE’s Food & Beverage landscape, specialising in restaurant management, hospitality, and catering services. Guided by a mission to share a deep love for food, Trace Hospitality brings creative, community-focused concepts to life, elevating the local dining experience. The company’s vision is to transform hospitality by setting new standards of quality, efficiency, and service, enriching Abu Dhabi’s culinary scene and beyond for years to come.
About Dot’s Cafe:
Dot’s Cafe is a celebrated specialty coffee brand with roots in Abu Dhabi, devoted to bringing high-quality beverages with a uniquely local twist. From specialty coffees to premium matcha, Dot’s continues to inspire and connect with communities across the UAE, serving products that reflect its passion for excellence and local heritage.
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